Strategy includes a themed Ferris wheel cabin, a segment on the program “Que História É Essa, Porchat?”, out of home and social media
Coca-Cola and Oreo have launched the “Besties” campaign to promote the limited edition “Oreo Coca-Cola” and “Coca-Cola Oreo Sugar Free” cookies, which unite the two brands as “besties” and invite the public to celebrate friendship with moments of connection and fun. “Brazilians have a natural playful spirit, especially on social media, with the concept of ‘besties’, so this new product is here to make true friendships a reality,” explains Álvaro Garcia, vice president of marketing at Mondelēz Brazil.
Until September 27, the Yup Star Ferris wheel located in Porto Maravilha, in Rio de Janeiro, will host a themed “Bestie Mode” booth, where visitors can explore the magic of the partnership in an interactive and visual way. In addition, until September 22, after sunset, the Ferris wheel will display a special themed video on its LED, illuminating the city with the brands and energy of the collaboration. The strategy also includes social media actions with influencers Lucas Rangel and Alvaro, alongside Vivi and Ve Collen, who will be the main “besties”, accompanied by a robust team of influencers.
In addition, the partnership will also be featured on TV on the program “Que História É Essa, Porchat?”, on October 1st, in which the presenter and his sister will star in a fun segment inspired by the concept of “besties”. In addition to TV, the campaign will be present in out-of-home media.
“This partnership brings together two product innovations that will be available for a limited time only and offer unprecedented flavor experiences that perfectly combine these iconic brands and celebrate the magic of coming together with a bestie.”. Additionally, it invites fans to activate ‘Bestie Mode’ and join forces with their friends to participate in immersive digital and physical experiences,” says Ted Ketterer, head of marketing at Coca-Cola Brazil.