March 21st, 2012
Coke's 'Happiness Refill' Dispenses Internet Access in Brazil
By Laurel Wentz
Coca-Cola is turning its beachfront concept store in Rio de Janeiro into a lab for the company’s “Happiness Refill” project—a dispenser that gives young cellphone users data credits to browse the internet rather than a soda.
The effort targets Brazil’s young, emerging middle-class consumers who love their mobile phones but can’t afford a generous data plan. More than 80% of this target group uses a prepaid phone and lacks an affordable data option in a country with few free Wi-Fi hot spots.
“We’re mixing mobile, the emerging middle class, and a positive brand experience in one application,” said Daniel Tartaro, digital integration director at Ogilvy, which developed the project.
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