This Coca-Cola Brazil Campaign Was a Response to Negative Rumors
Rebecca Byers — September 15, 2015 — Eco
References: fabricadafelicidade.br & vonpar.br
Part of a response to a rumor that a customer had found a dead rat in a bottle of the brand's soda, Coca-Cola Brazil created an immersive consumer experience in order to win back trust. In the face of this negative talk, the brand launched the Happiness Factory campaign, which saw the opening of one of its Brazilian factories to the public for a museum-inspired experience.
The Coca-Cola Brazil facilities in Porto Alegre were transformed into a theme park like experience that took visitors on a memorable journey. Upon arrival, guests are transported on a special Happiness Factory bus to the main production building. There they are taken on an immersive tour that showcases the entire production process.
The Porto Alegre Coca-Cola factory can also be experienced online thanks to a virtual reality tour. At the end of the virtual reality tour on the campaign website, interested parties can schedule their in-person visit.
The Coca-Cola Brazil facilities in Porto Alegre were transformed into a theme park like experience that took visitors on a memorable journey. Upon arrival, guests are transported on a special Happiness Factory bus to the main production building. There they are taken on an immersive tour that showcases the entire production process.
The Porto Alegre Coca-Cola factory can also be experienced online thanks to a virtual reality tour. At the end of the virtual reality tour on the campaign website, interested parties can schedule their in-person visit.
Trend Themes
1. Immersive Consumer Experiences - Creating immersive consumer experiences can help brands rebuild trust and engage customers in a unique way.
2. Virtual Reality Tours - Offering virtual reality tours can provide an interactive and accessible experience for consumers, allowing them to explore a brand's facilities.
3. Transparency in Production Processes - Showcasing the entire production process can help brands address negative rumors and build trust by demonstrating transparency.
Industry Implications
1. Beverage Manufacturing - Incorporating immersive consumer experiences and virtual reality tours can enhance brand engagement and trust in the beverage manufacturing industry.
2. Tourism and Event Management - Offering immersive factory visits and theme park-like experiences can attract tourists and create unique event opportunities for the tourism and event management industry.
3. Technology and Virtual Reality - Creating virtual reality tours and experiences can drive innovation and growth in the technology and virtual reality industry.
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