Spanish Campaign - Coca'Cola

01 — Project details

Coca-Cola Chile wanted to introduce its returnable bottle program while educating consumers about the bottle's circular journey. By putting neighborhood store owners ("almaceneros") at the center of the story, the campaign turned a sustainability initiative into communication that felt familiar, trustworthy, and easy to understand.

Audience

Targeted Chilean consumers, particularly families and neighborhood shoppers who regularly purchase returnable beverages from local stores ("almacenes"), encouraging more sustainable purchasing habits.

Challenge

Make the benefits of returnable bottles simple, relevant, and easy to understand through clear, consumer-friendly communication.

02 — Creative process

The campaign positioned the returnable bottle as the "Queen of the Almacenes," a character that celebrated its place in Chilean neighborhoods and its positive impact on the planet with every reuse.

The campaign also featured testimonials from neighborhood store owners ("almaceneros"), sharing how the returnable bottle became a staple in their stores and an everyday choice for their customers.

The Campaign in Action