In the summer of 2018, Coca-Cola took the center stage in Brazilian pop culture by promoting a competition between fans of Brazil’s top 9 hitmakers: the Coca-Cola Fan Feat. In each can, we stamped the face of one of the country’s most important singers. But, more than a simple product, each Coca-Cola was also a vote: by scanning the can with their mobile phones, fans would register a vote for their idols. In the end, the top 3 most voted artists would win the competition and record a feat., a music video and a concert together sponsored by Coca-Cola, creating the hit of the summer. That was the creative idea behind Coca-Cola’s strategy to recruit youngsters back to the category and the brand. Once the most promising target for the carbonated drinks segment, teens are now immersed in a new wellness zeitgeist that has disconnected them from less healthy choices and increased the demand for other soft drinks such as juices, coffee and tea. Coca-Cola needed to reclaim its place in the life of 12- to 24-year-old Brazilian by delivering emotional reasons to justify consumption. We chose to use one of the brand’s most successful platforms amongst this target to do that: music. As we dove into this universe, we discover a key target insight: social media and consumption of digital music has changed the way teens relate to music. The bond between artists and fans has never been greater, with fans seizing to be only listeners to become active promoters of their idols’ career.

This movement is so massive and innately social that it has also evolved to unite individuals in large group of superfans, the FANDOMS – thousands of people that may not know each other, but interact and work together towards the same goal: to consume content and give visibility to their favorite artists. By identifying this underestimated layer of the music scene we managed to connect to the most ardent people, leveraging the love for their idols to connect individually with their passion while also creating a massive music campaign. More than a consumer-centric campaign, the whole project was created and deployed from their journey and their habits. At the end of FanFeat, Coca-Cola managed not only to reach the goal of emotional engagement, but also to exceed all expectations of sales and participation in the promo, with an 9.1% increase in sales of Coca-Cola cans vs PY, growing at twice the rate of total portfolio (Source: Coca-Cola; accumulated from the campaign start until W7 - feb/2018).