One million Brazilian reais can change someone’s life by making them a millionaire. But that would be too obvious. So, Pepsi Black ® invited activist-actor Marcos Mion to star in a promotion that would make people ‘MIONAIRES’.

With the “Toma esse Mion no bolso” promotion, everyone got the chance to experience firsthand and live a bit of Mion's life. The campaign started with a film showing everyone (yup, everyone!) becoming mionaires. It ended with a test on the stage of the Caldeirão prime-time variety show to discover the big prize-winner.

The promotion also featured tiered instant prizes and exciting rides. During this campaign conversion phase, we blended digital media intelligence with merchandising during the Caldeirão airtime, boosting engagement and encouraging even more people to compete.