Coca-Cola Fresh Minds
The Client, the Agency,
and the Context
Fresh Minds is Coca-Cola’s internship program in Latin America, aimed at attracting young professionals in the final years of their university careers. Since 2022, NSB has been in charge of designing and executing the program’s internal and external communication across the region.
In 2025, Coca-Cola once again trusted us to lead the campaign for the fourth consecutive year —a strong signal of consistent performance and alignment. This edition also brought a new challenge: a full rebranding of the program’s visual identity.
Strategy
& Creativity
Creative Strategy
and Brand System Redesign
We developed a regional communication platform for Fresh Minds that evolved year after year, gaining depth, consistency, and impact. In 2025, our role expanded to a more strategic level, leading the redesign of the program’s full visual identity system, fully aligned with Coca-Cola’s global brand guidelines.
This new phase involved the creation of a refreshed brand identity, including the isologo, key visual, and updated design system. We also developed external and internal communication materials designed to strengthen Coca-Cola’s employer brand positioning, while continuing to plan and execute campaign communications across multiple countries in Latin America.
Creative Execution & Results.
Integrated Production & Regional Impact
Our creative execution included the full production of audiovisual assets —from campaign spots and testimonial videos to digital content for Instagram and LinkedIn. We coordinated and produced welcome and farewell events for interns, designed communication tools for internal HR use, and composed a custom soundtrack at our in-house studio, Negril.
Each year, Coca-Cola reported improved recruiting performance. In 2023, applications doubled compared to 2022. In 2024, the program’s reach and impact were multiplied by four —a clear signal of its growing effectiveness across LATAM.
