The greatest challenge was to communicate the reintroduction of the product in the Market in an impacting and innovative manner. That dialog between the product and the audience needed to be welcoming and close, so we resorted to a language through gestures. At the same time, it could not be a feminine language, as the package also needed to reach male consumers.

Our ultimate goal was to draw from the passion consumers have for the product to bring them closer together.

We developed the packages for Coca-Cola Light, which translate the concept “Do you like it or love it? I love Coca-Cola Light!” The graphic solution was to work on the love Coca-Cola Light fans have for the product, through a concept that talks to consumers of both sexes.

We chose to create an icon that was able to transcend the package and would serve as a visual identity element to be used in all points of contact with the audience: points of sale, collateral materials, campaigns, etc.

The icon created for the package, i.e., “the heart”, was conceived so consistently it became the symbol of the entire media campaign.

In addition, consumers, after drinking Coca-Cola Light, would write on the package itself the name of a significant other in the heart. They would take pictures and post them on social networks, with great repercussion and engagement by the audience.