Kuat looks to make celebs of consumers

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[Rio de Janeiro, Brazil] Coca-Cola Co.'s Kuat guarana, an Amazon fruit-flavored soft drink, is inviting Brazilian consumers to submit photos of themselves to run on Kuat soft-drink cans and bottles. The idea is to turn ordinary consumers into national celebrities, capitalizing on the popularity of reality hit "Big Brother" and a local soap opera called "Celebrity," in which characters will do almost anything to be famous. To see their faces on Kuat cans and bottles, consumers have to mail or e-mail a picture of themselves holding the product. Up to 40 of the most creative shots will be featured on 54 million Kuat cans and bottles; winners also get a digital camera. Ads by DPZ, Sao Paulo, soliciting photo entries with the tagline "Open your mind and appear" break April 5. Monica Horcades, Coca-Cola's Brazilian marketing director, said the goal is for consumers to keep Kuat cans and bottles as a trophy, share them with friends and enjoy being famous. Kuat is Brazil's No. 2 guarana brand, with 3% of the soft-drink market.
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