To increase Coke sales and bring the brand closer to young targets, Coca-Cola FanFeat: a competition for fans of Brazil’s biggest hitmakers, in which the three winning artists would record a single, a music video, and a concert together.

Each Coke package had a picture of an artist – and a potential vote.

To make things fairer, the hitmakers were chosen based on their representation in the country’s musical scenario, without distinction of gender, race, colour, or music style. That gave Pabllo Vittar, an emerging drag queen, the opportunity to compete on equal terms with all artists

Even though the campaign was first aired on December 26, since late October, when the first packages featuring Pabllo Vittar became available in the market, a closer PR action was required to manage fake news and optimize the positive PR the campaign had been getting from entertainment and media outlets.

While the Brazilian society intensively discussed the possibility of boycotting the brand and spoke their minds about the artist, Coca-Cola stuck to a PR plan focused on giving visibility to Pabllo’s egalitarian presence in the campaign, strengthening the participation of all nine artists in a competition to decide the trio that would form the feat of the year. Sticking to the focus of the ads and not slowing down, we made sure the campaign’s buzz and coverage were as egalitarian as possible, putting the brand’s equality speech into practice.

- A 14.1% increase of Coke cans sales;

- Record-breaking teen engagement for Coca-Cola’s promotions;

- 3 million votes;

- 1.2M+ interactions on Pabllo Vittar’s social networks;

- Top 3 most-watched commercials on YouTube Brazil during the campaign;

- More than 6 million visits to the campaign’s website;

- Pabllo Vittar was one of the top 3 most voted on the campaign’s website;

- 100% Media Recognition of the campaign’s materials with Pabllo Vittar;

- 18.3 M Earned Media;

- The music video with Pabllo had 2 million organic views in only 2 days.

- The live concert with Pabllo on Facebook broke Coca-Cola Brasil’s records and Facebook Brasil’s record in consumer goods (600K live video views).

- The music video was #1 trending on YouTube.

- The song was #14 in the Top Viral Spotify Brasil.