In April, Coca-Cola announced that its "Share a Coke" campaign, which places real people's names on the brand's cans and bottles, would be going much bigger, and the number of monikers to appear on the labels would triple. But even before that, the brand, along with Mexican agency Anonimo, did something even more remarkable -- it put people's names on cans in Braille.
In February, at Comite Internacional Prociegos A.C., a private nonprofit that helps to train blind and visually impaired adults so that they can be integrated into the workforce, the brand put out vending machines that dispensed the personalized cans in Braille, allowing 100 student patrons of the center to experience the "Share a Coke" phenomenon. More recently, the campaign went broader and the cans are now available at Coca-Cola's customization centers around the country, with the backing of Fundacion Cinepolis, a Mexican chain of movie theaters. The centers typically allow people to customize the cans with particular names, but with Braille, the personalization has been leveled up.
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