To promote the new, smaller version of its signature beverage, Coca-Cola transformed a crowded highway into an outdoor theater in Bogotá, Colombia.The company, already widely recognized for its various attention-grabbing, smile-inducing guerrilla marketing tactics, built a screen and hired models to hand out Coke Minis and other standard theater fare such as hot dogs, nachos and fries. Passersby were prompted to tune into a radio station to hear the accompanying soundtrack.We think it’s a fitting promotion for a brand whose purported mission is to “spread happiness.”

via Coca-Cola Transforms Crowded Highway into Outdoor Theater [VIDEO].