Tongues were the stars of the campaign, because they recognize that Coca-Cola Zero has Coke taste. The idea was to sponsor tongue piercing, creating a new media: the ‘ADVERTASTING’. In order to make it viable, a partnership with piercing studios were developed in different cities in Brazil. The consumers who wanted to participate won the piercing and a titanium jewel from Coca-Cola and, in exchange, a picture of their tongue piercing was taken.

Extreme Consumer Generated Content: 280 sponsored tongues photos were on the internet. An active viralization campaign was implemented. The unconventional action was spontaneously mentioned in more than 160 blogs worldwide & 300 communities, deeply impacting 2,000,000 consumers. With this unconventional media, Coca-Cola Zero experienced a relevant connection with its core target and acquired a more youthful perception.