Coca-Cola decided to launch Reasons To Believe, a liquid and linked campaign to take real statistics and data that prove that there is more good than bad in the world to every major contact point we could think of.

We launched a TVC in Latin America which quickly gained global Coca-Cola system acceptance, with worldwide chapters creating their own versions.

Furthermore, it became a regional trend, sparking thousands of versions made by the people in YouTube.In Mexico, we used our owned media: a book, and ebook, our trucks, a landmark campaign, a collectible album and a mobile app.Our partners and key accounts shared the message, helping us spread it.The worldwide regional versions of our TVC deepened the conversation, launching people from all over the world to create even more versions and publish them Online.

We achieved historic results, both locally and globally.In Mexico, Volume grew 7%, Revenue 11.3%, Operating profit 18.9% and Favourite Brand Across Categories 1.8 points against the previous year.

Globally, 43 local chapters released versions of the TVC, while 59 will do so this year.In the majority of countries it was tested, our message ranked among the top 5 of the total number of TVC’s during that year.  Futhermore, we registered 3 thousand versions of the TVC Online, amounting to 1.3 million conversations.This means millions of people understood the message, feeling happier.