There’s only one thing that makes Latino’s more proud than their native country, and that’s their family name. They like to display it with pride on their businesses, cars, shirts, bodies and more.

So for Hispanic Heritage Month, we made an innovative Coca-Cola can to help them wear their last names, like a badge of honor. With condensation-activated tattoos of Latino last names built into the cans, people could press these special cans anywhere on their bodies and proudly display their last names and cheers with their Cokes to their family and heritage. We delivered these special cans amongst the Latino community during HHM and captured their reactions as people celebrated their families and their heritage.

The film encouraged people to go to shareacoke.com so they could order personalized Coca-Colas with their own last names on it.

Based on the Coca-Cola “Share a Coke with” campaign, which puts first names on Coke bottles and cans to be shared by people, we wanted to use last names to help Latinos celebrate Hispanic Heritage Month. So we searched for the most common Latino last names in the United States, but went further and created a series of our limited edition “Tattoo Cans” with them.

Temporary tattoos require moisture to be transferred onto a person’s body, so the fact that cold tin Coke cans produce condensation when taken out of the cooler, gave our idea the green light.

We delivered them in neighborhoods with the largest Hispanic populations in Los Angeles during Hispanic Heritage Month, and filmed real people interacting with the cans, applying the tattoos and talking passionately about their family heritage and Hispanic pride.

+ 3.2 Million views

+ 799 Million Media Impressions

+ 586.000 visits to shareacoke.com

+ 130,000 personalized bottles sold during Hispanic Heritage Month.