Coca-Cola takes giant ice cube to the Vila Lobos Park

To promote a "refreshing experience" for consumers, Coca-Cola will make an ice cube of eight tonnes full of soda cans, in the Vila Lobos Park, in São Paulo. Summer action happens next Sunday (12) and reinforces the launch of the new packaging as part of the overall strategy of unique brand.
"Coca-Cola has always been part of the summer and our goal is to provide a refreshing experience, in addition to presenting the new flavor of Coke zero sugar consumers," says Patricia Pieranti, Manager of integrated marketing and communications for Coca-Cola.
The two metre cube arrived first on the sands of Ipanema beach in Rio de Janeiro in February, soon after sunrise. Activation also occurred at Largo da Carioca, in downtown Rio, and now reaches paulist capital. The campaign has creation signed by David and production agency Posterscope.