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.

Send an email to Hamilton Nolan, the author of this post, at .