To be disruptive in the brand’s communication to generate Coca-Cola trial. To reach the consumer through sampling (that we enjoy) and also to tell them that we are now a unique brand.

We needed an experiential idea that invites the consumer to try a Coca-Cola in any of its variants in an innovative and memorable way.

As we understood that Millennials prefer to have many options and try them all, we created Coke Roulette a can divided in four with all the different presentations of Coca-Cola so they can be tasted without preferences or prejudices.

Turning the top of the can opens a random flavor without knowing which one you will find, the can would be distributed in random vending machines and attractive events for the target.