MULTI AUTONOMOUS ROBOTIC TASTING ARTIFACT (a.k.a. MARTA)
The New Coca-Cola No Sugar tastes so much like the Original, that no human palate can tell them apart. That's why we had to create a robot: the Multi Autonomous Robotic Tasting Artifact, aka MARTA. Unable to win a chess match or make complicated calculations, but with 100% accuracy in telling both Cokes apart.
YUP, THE ROBOT WAS REAL!
And it was not the only one, there were 11 robots across Argentina, Chile, Bolivia, Paraguay and Uruguay. We took it seriously...YUP, THE ROBOT WAS REAL!
The campaign was launched regionally across LATAM market on TV, Cinemas, Outdoor, Radio, Print, and Digital.
A NEW BRAND ASSET
The campaign was such a success, that MARTA became a Coca-Cola’s most beloved celebrity. Fans were thirsty for more about MARTA’s life, and TV personalities invited it to their live shows.
MARTA BOT
We also created MARTA’s digital version, to invite more fans to try the new beverage with hilarious conversations leading to promotional coupons.
AWARDS>
EFFIE - GOLD - Shopper Marketing / Grey Argentina / 2018
EFFIE - BRONZE - Promotional Marketing / Grey Argentina / 2018
Argentine Creative Circle - SILVER - TV / Grey Argentina / 2018
Argentine Creative Circle - SILVER - TV / Grey Argentina / 2018