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12/12/2011 / loyaltymarketingnews

Coca-Cola Encourages Honesty In New Campaign

Coca-cola follows through with its remarkable humanistic advertising initiatives by launching a new campaign in Portugal that explores our natural capacity for honesty. The campaign, titled “Rivalry Wallet,” takes place in the Benfica ticket office in Portugal and starts with a very simple premise: what if you found a wallet days before a big football match and it has a ticket that belongs to a rival supporter?

Various instances of people finding the wallets are then shown. As revealed later on, a surprising 95% of the people who found the wallets surrendered it to the ticketing area.

These honest individuals were then greeted with thunderous applause from people who surrounded them and rewarded with a bottle of Coke as well as a ticket to the game. Coca-cola subsequently honored their actions by displaying their acts of honesty in the giant screen during the actual game.

Watch the full campaign in the video below:


(via PSFK)

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