Cannes Lions

FRESCA

OGILVY MEXICO, Mexico City / COCA-COLA / 2010

Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Description

To connect the Fresca Brand with mexican food as well with leisure moments. Fresca is the biggest local brand of Coca Cola Company in Mexico.

Execution

The strategic solution:To use the same codes mexicans love as a Guadalupean Country (a country that worships the Virgin of Guadalupe).Its a guerrilla campaign, we put Fresca Altars where people would usually find The Virgin of Guadalupe Altars. These altars are very common, people put them in the streets, taco joints, little restaurants, etc.

Outcome

Mexicans recognised the Fresca Brand as a perfect match for mexican food.

Similar Campaigns

12 items

Taste the Change

WUNDERMAN THOMPSON, Sao paulo

Taste the Change

2020, COCA-COLA

(opens in a new tab)