The rules that regulate advertising in Brazil are very rigid and limit the use of Branded Entertainment. To answer our challenge and open happiness in a space no brand had used before, we came up with a surprise for the consumer at the moment of purchase.

We thought of something practically only Coke could do. A brand that has a tune that everyone recognizes and has open happiness as its main message. So we integrated a small device inside a major supermarket chain’s cash registers and turned the beep into a new media. Every time the reader recognizes a Coke barcode, instead of a single beep, it plays Coke’s 5-note tune.

The idea brought Coke to a place no brand had gone: the boring supermarket checkout beep. With a small surprise in 114 cashiers of a major Brazilian supermarket chain, we were able to open smiles even before the consumer opened a Coke. We found a point of contact that impacted all the clients of the supermarket. Besides the spontaneous reactions, the curiosity of the Happy Beep attracted new consumers to try out Coke products at the checkout just for the fun of it and, in one month, sales increased 27%.