How do you convey the strength of a business operating behind the scenes to produce and distribute beverages loved by millions of Brazilians? Coca-Cola FEMSA Brazil—the national operation of the Coca-Cola System’s largest bottler by sales volume—found the answer in the people who make it all happen.
Putting operations center stage was the way to communicate—with genuine engagement—messages essential to the business: logistics excellence, safety, and portfolio breadth. Curiosity about what goes on behind the scenes served as the creative driving force. By featuring the real faces of the people involved, the company revealed the machinery that supplies 450,000 points of sale and supports Brazilians’ most memorable moments.
It was a strategy that resonated with consumers, retailers, and talent alike. Over seven months—and entirely through organic reach—the campaign generated more than 2 million interactions and 3 million views.