Coca-Cola is present once again in the most guarded house in the country! This time, the brand completed the experiences of the Leader’s Party that took place on the night of January 25th. The Leader’s Party increased engagement around the event, generating more expectations among program participants and viewers. These parties have been taking place since the 2020 edition and have a personalized experience according to the leader of the week, which creates the opportunity for Coca-Cola to explore different ways of interacting with the members of the reality show.
Ted Ketterer, Marketing Director of Coca-Cola Brazil, says:
“Big Brother Brasil is a program eagerly awaited by the whole country, and by us too! Each edition raises many expectations, mobilizes the country and we are excited to join the most watched house in Brazil once again. This year we will be present with big surprises for the leaders and we are sure that we will provide surprising and magical moments for the brothers and the viewer public, ensuring that Magic Happens with Coca-Cola and that the brand continues to inspire consumers every day, in all means, physical and digital.
In an action developed by Globo, in partnership with WMcCann and OpenX, Coca-Cola was present in several moments of the Party of leaders Bruna Griphao and Larissa. The action started with Coca-Cola making this moment even more special by delivering coolers and snacks to liven up the house while they got ready for the night. During the party, which had the themes “Novelas de Época” and “Baile Mega Funk”, Coca-Cola screens surprised the brothers and sisters, making the night even more special with two surprises, one for each leader.
With references from the soap opera ‘Nos Tempos do Imperador’, the last that Bruna played, the actress was able to show the brothers and the public how the scenes are recorded, with the right to gallop against the wind, clothes and accessories from several soap operas of the time. Larissa’s experience, who loves to dance and have fun, was recording a clip with a “Dummie Camera Man”, who entered a BBB party for the first time to take exclusive images of the participant and the brothers, on a dance floor personalized, full of effects, and made especially for the sister. Both the re-recording of Bruna’s scene and Larissa’s video clip were broadcast to everyone on the Coca-Cola screens present at the party.
And that wasn’t all, on Thursday night’s live (26/01), presenter Tadeu Schmidt called the public to access via QRCode special coupons for those watching the program: R$ 8.00 off for orders with Coca-Cola without sugar carried out by iFood. Promotion valid from January 26th to 29th.
In the two previous editions, the brand promoted the Leader’s Cinema. The last edition’s experience was based on gamification, exploring the digital universe to make the cinema experience even more magical and unique. Coca-Cola’s expectation in this edition is to continue promoting unique and surprising moments.
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