Our lecture last class made me think about the extraordinary marketing campaign Coca-Cola Zero had in Brazil, and its successful impact in the social media. Coca-Cola Brazil adapted an Australian marketing campaign created by Ogilvy Sidney to the Brazilian market in 2012. This campaign has the strategy to print 150 different cans and bottles with the 150 most common Brazilian names. Everyone wanted to find their name in a can/bottle, and consequently whoever found their name posted a picture of the can/bottle on social media. I only knew about this campaign because my Facebook feeds kept telling me that a friend of mine found their can/bottle. Coca-Cola said that they are using the knowledge acquire from this campaign to adapt the strategy to other countries. I wish I could find "QUANTO MAIS Mariana MELHOR".
Sources: http://www.thehmt.com/brazil-coke-zero-jumps-onto-mass-personalisation-trend
http://apaixonadapelobrasil.wordpress.com/2013/01/17/the-best-marketing-campaign-ever/
http://www.meioemensagem.com.br/home/comunicacao/noticias/2012/07/31/Coca-Zero-imprime-nomes-em-embalagens.html
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