Beverage company Coca Cola launched an outdoor and digital advertising campaign across Argentina and Brazil to infiltrate sports venues. The brand partnered with agency WPP Open X to bring its messaging into football stadiums where the color red is strictly banned. The execution targets specific venues like Estadio Presidente Peron and Arena do Gremio where local fans associate the color red exclusively with rival teams.
The creative strategy bypasses the strict color restriction by utilizing visual tricks and optical illusions. The brand deployed outdoor billboards and social media graphics that prompt fans to perceive the signature red color without the company actually printing a single red element. The advertisements sit naturally within the blue team territory while remaining instantly recognizable to passing supporters.
Coca Cola anchored this visual strategy with the “You Must Love Coke” tagline. The brand placed these creative assets along popular supporter routes and fan gathering points on match days. This approach allows the company to secure valuable advertising real estate in highly contested sports venues by respecting local fan rituals and long standing rivalries.
Campaign Name: You Must Love Coke
Agency Name: WPP Open X
Brand Name: Coca Cola
Location: Argentina and Brazil
