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Project developed for Coca-Cola, in partnership with the talented Rosalía. Every year, the brand hosts a major global event to launch its creations, and in 2023, we had the honor of participating in making this special moment happen.
The product launch was carried out in three phases.
\phase 1: In which we delivered a special kit to influencers, customers, and the board of directors.
\phase 2: We conducted internal marketing at FEMSA, introducing the innovation to the company's employees.
\phase 3: Ensuring that everyone had access to information about Coca-Cola's new creation in partnership with Rosalía.
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Our work aimed to capture the entire essence and energy of the Spanish singer, combining modern and vibrant elements with the iconic Coca-Cola brand. The result was a unique creation that undoubtedly left both internal and external audiences eager to experience it
Creating a universe that celebrated Rosalía's world and visual style—a language recognized by her fans. Finding inspiration in contrasting textures with bold duality to add a personal touch with Rosalía's unique creative process, connecting with consumers on an emotional level. Drawing on graphic fluidity and opposition helped represent the transformation. This became the foundation for our canvas from which we created the world of Rosalía's Limited Edition.
\phase 1: We delivered a special kit to influencers, clients, and management. The goal was to send a press kit to influencers, clients, and management. Completely personalized, it included a phone headset, the product (can), and a folder providing more information about the launch. This way, we were able to generate anticipation and excitement, while also providing essential information about the partnership.
\phase 2: marked by an activation at the FEMSA office reception, which aimed to promote the product through a music-based experience, in line with the brand/product proposal for 2023.
four days of activities were carried out from 8:30 AM to 5:00 PM, with the presence of two uniformed promoters.
the modern environment featured the use of the global Key Visual (KV), along with an instagrammable setup, posters, cubes, and an R6 Motorcycle (representing the one used in the music video), a 65-inch television with an Xbox One, Kinect, and the game Just Dance 2022, as well as branded coolers for sampling.
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\phase 3: the final phase of the Coke Creations campaign in partnership with Rosalía aimed to bring a simpler and scaled-down activation to different cities in Brazil. Seven locations were considered for setting up the activation.
Each operational unit had only one day of action, with the presence of a promoter dressed in a customized uniform and an Instagrammable backdrop with posters for photos.
Cubes with global KV communication and a branded cooler for product sampling were also used.
thanks;)
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