many ways to call it
coca-cola
00
problem
Mexican food is the most consumed cuisine in the U.S., becoming part of what “American” looks like today. Coca-Cola wanted to support this cultural fusion in a way that felt real, not forced.
solution
We leaned into how people actually say things. Mispronunciations showed up on Coke cans, in restaurants, and across OOH - turning them into a visible part of the culture. Instead of correcting people, the campaign celebrates the way culture naturally blends, with Coca-Cola at the center of it.
There are many ways to call it, but only one way to enjoy it. The campaign embraces the mix of Mexican and American culture by playing with butchered pronunciations - showing you don’t have to say it right to enjoy it right.
year
2025
recognition
01
02
03
04
05
06
