Comedian Fábio Porchat attended the opening day of BFSHOW, the biggest footwear tradeshow in Latin America, promoted by the Brazilian Footwear Industries Association and organized by NürnbergMesse Brasil. As the face of the new marketing campaign for Coca-Cola Shoes’ Share a Coke collection, the artist visited the Sugar Shoes and Neorubber booth, where he spoke about the collaboration with the brand and hosted a footwear-themed version of his show Que História é Essa, Porchat?, listening to stories from company representatives and special guests. Que História é Essa, Porchat?, ouvindo histórias de representantes da empresa e visitantes convidados.
“I had a lot of creative freedom in this partnership. Taking a script that was already fun and making it my own was really cool. And the result is funny because it worked. When a company has an open mind and isn’t just focused on selling, it works. The more we can reach people through comedy, the more they connect with the brand,” he said. “Today, I’m really happy to be here sharing this story – and also listening to other stories,” Porchat added upon arriving at BFSHOW.
Inspired by Coca-Cola’s global campaign — which revisits the brand’s first personalized product initiative launched a decade ago — the line features two flip-flop models, initially available in black and red, and customizable with letter inserts. Soon, the collection will also include sandal versions in white and navy blue. The sneakers are fully customizable as well, with exclusive stickers and available in four different styles. stickers exclusivos e em quatro versões diferentes.
“We launched this campaign alongside the return of the personalized Coca-Cola cans, bringing back a hit from ten years ago that also featured Porchat, playing around with the name Kellen. The idea is to show that if you can’t find your name on the can, you’ll be able to personalize it on a Coca-Cola flip-flop. I think it’s a perfect match,” said Rodaika Diel, executive director at Sugar Shoes. match perfeito”, contou Rodaika Diel, diretora-executiva da Sugar Shoes.
The Share a Coke collection is now available at the brand’s physical and online stores, as well as through authorized retailers. At BFSHOW — which runs through Wednesday at Distrito Anhembi, in São Paulo — visitors can also personalize their flip-flops on the spot.
