The actor Ivo Melo is one of the stars of the Summer campaign for the new special edition of the Sumol brand. “Apple or Consequence?” is the name of the campaign signed by JWT, planned by Initiative Media and management with social networks and Live Content microsite , in which the brand invites consumers to use soda cans to play with friends.
The Summer edition comes with the game “Apple or Consequence” inspired by the game “Truth or Dare”, and will be present in the packaging of the Sumol 4 flavors (orange, pineapple, passion fruit and apple), with 6 challenges unlikely for flavor, with a total of 24 tasks.
“Convince your friends to twerk”, “Convince your to drink Sumol hands-free”, “Put sound on your phone and give an aerobic class on the street”; are just some of the challenges that can be found on the packaging. The media campaign is already in the air and shows a group of friends in different environments playing “Apple or Consequence”.
Sumol campaign is aired on TV, billboards, digital and social media, with a special focus on mobile.