Haters around the world are constantly posting painful comments on social media. And teenagers are the most affected group, sometimes suffering from depression or even facing tragic endings. Coca-Cola got involved in the conversation by giving them a new speech, and new tools, so they could act against the aggression, under the concept: It’s haters season. Stay fresh? #ILOVEYOUHATER. The campaign was conceived as integrated, to reach teenagers in different segments with the objective of causing real impact in their community.