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In Brazil, they do things a little differently. There, it makes perfect sense that Coke Zero is promoting itself by paying for free tongue piercings for anyone willing to be photographed with a Coke Zero-branded tongue stud [Adrants]. It's strategic, you see—Brazilian strategic. Any presumption on your part that this is not the work of a sly marketing genius would be xenophobic. Below, some pictures of Brazilian Coke fans who chose to partake of the free piercings, and a bonus Portuguese Coke Zero ad featuring talking, walking tongues. Do not view while on acid.

This image was lost some time after publication.
This image was lost some time after publication.
This image was lost some time after publication.