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TACTICAL CAMPAIGN

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Coca-Cola China

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What I did

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Campaign idea
FIlm
Print
Retail
Photography Direction
Art Direction
Campaign Management

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Mission

Coca-Cola China must ensure they are leading the Chinese New Year beverages market this year.

Solution

In the Chinese community, the colour red symbolises good fortune. During the Chinese New Year, people believe red will bring them good luck and propel them from unfavourable situations. Coca-Cola's signature red clearly has an advantage—the new red that energises good luck in the Chinese New Year.

Although youth is Coca-Cola's key target consumer, mothers were critical in preparing family reunions in Chinese New Year. To divide and conquer, we designed two communications:

THE BRAND PRINT
Based on youth sentiments during the Chinese New Year, they enjoy family gatherings but dislike families asking questions about their marriage plans. Here, Coca-Cola stands an excellent opportunity to demonstrate how Coca-Cola's energising refreshment would give them the courage to manage any awkward situation.

THE RETAIL PRINT
Data shows mothers are the final decision-makers when shopping for Chinese New Year. Every mother wants to ensure everyone in the family is happy with everything she has prepared, including their favourite Coca-Cola.