Recognizing its deep roots in Mexican culture, Coca-Cola launched “Shades of Red,” inspired by the ubiquitous red awnings of tienditas. This campaign transformed routine awning replacements into a meaningful tribute to the community. A poignant film celebrated the shopkeepers, highlighting Coca-Cola’s long-standing support within these essential neighborhood hubs. Each new awning functioned as a unique out-of-home ad, collectively transforming thousands of shops into a vast, organic brand platform. More than just advertising, the campaign painted Mexico in Coca-Cola’s signature hue, forging a powerful emotional connection with consumers.