Coco-cola wanted a memorable launch for their new packaging in Brazil. Not to be outdone by previous campaigns, they found a way to amplify the consumer’s desire for an ice cold can of coke. By placing a large block of ice containing 500 cans of the new packaging on the Brazilian beach Ipanema, the brand created immense levels of excitement amongst thirsty beach goers. Proving to be the marketing experts that they are, Coca – Cola wanted to add a twist to this experiential campaign. Those who wanted a can of Coke, would have to work for it. It was up to passers-by to find a way to remove the product submerged in the ice, or simply wait for the ice to melt, thus increasing excitement and anticipation.