Photo: young man holding Coca-Cola with braille personalized with name Rodriguez
Mexican ad agency Anonimo worked with Coca-Cola when they realized that their initial campaign had missed those who couldn’t see their name written on the cans. They set out to create a special edition made exclusively for blind people, changing the design to share them with Fundación ProCiegos. This nonprofit helps train blind and visually impaired adults for integration into the workforce.
In February, they presented the Braille cans with different names on them at Comité Internacional ProCiegos I.A.P. in Mexico City. A vending machine dispensed personalized cans to those at the center, enabling over a hundred students to read a can of Coca-Cola for the first time with their name on it.
The response to this initiative was very positive, so Coca-Cola decided to expand the experience by bringing it to movie theaters across the country through Fundación Cinépolis (a Mexican chain of theaters) to enable more people with blind relatives or friends to personalize their cans. A station for customizing Braille cans was set up so people could ‘Share a Coke’ with someone they care about and gift them a special can with their name on it.
You can check out the campaign video below to see blind and visually impaired people enjoying the ‘Share a Coke’ campaign for the first time as they read their names in Braille on the special edition cans:
YouTube Published on May 7, 2015