Crave a Coke and an icepick

It's a hot day at the beach and you're looking for something to drink and you happen upon an 8 ton block of ice in the sand with 500 Coca-Cola cans frozen inside.  Wow...its my lucky day!

This genius activation was set up at Ipanema Beach in Brazil to promote Coke's new packaging.  Not only did it spur interest and excitement, it required patience to chip the cans out of the ice which extended the brand bonding experience and instilled brand loyalty.

This activation also was a great backdrop for a video promoting their product and their new packaging design.

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