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Kuat looks to make celebs of consumers
[RIO DE JANEIRO, BRAZIL] Coca-Cola Co.'s Kuat guarana, an Amazon fruit-flavored soft drink, is inviting Brazilian consumers to submit photos of themselves to ran on Kuat softdrink cans and bottles. The idea is to turn ordinary consumers into national celebrities, capitalizing on the popularity of reality hit "Big Brother" and a local soap opera called "Celebrity," in which characters will do almost anything to be famous. To see their faces on Kuat cans and bottles, consumers have to mail or e-mail a picture of themselves holding the product. Up to 40 of the most creative shots will be featured on 54 million Kuat cans and bottles; winners also get a digital camera. Ads by DPZ, Sao Paulo, soliciting photo entries with the tagline "Open your mind and appear" break April 5. Monica Horcades, Coca-Cola's Brazilian marketing director, said the goal is for consumers to keep Kuat cans and bottles as a trophy, share them with friends and enjoy being famous. Kuat is Brazil's No. 2 guarana brand, with 3% of the soft-drink market.
-CLAUDIA PENTEADO
New Renault work from Publias breaks
[NEW YORK] After high-level creative hires around the world by Executive Creative Director David Droga, Publias Worldwide has focused on developing better creative work for global clients. In a Renault Scenic spot breaking this week, the first work from Nik Studzinski...