Coca-Cola has extended its Share a Coke campaign in Argentina and Mexico with the launch of metal cans and bottle labels embossed with braille text.
The new packaging retains the “comparte una Coca-Cola con” – or “share a Coca-Cola with” – branding that has featured across the company’s portfolio in markets worldwide since 2013. The inclusion of braille text opens the longstanding campaign up to visually impaired consumers in the two countries, who use the feel of braille dots as a sensory language.
The concept was developed by Mexico City-based advertising agency Anónimo and was first rolled out in cinemas across Mexico, where consumers were offered the chance to create customised Coca-Cola cans for their visually impaired friends.
A new video shows consumers’ positive response to the cans.
Simultaneously, Buenos Aires agency Geometry Global developed a line of braille-embossed Coca-Cola bottles for Los Murciélagos, which are described as “the Argentinean national blind football team”.
Packaging innovation consultant PackHub noted that the campaign “is unlikely to be rolled out on a large scale but is another great example of Coca-Cola agilely thinking beyond the obvious to create noteworthy packaging executions”.
© FoodBev Media Ltd 2019