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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
Print
Film
Retail
Photography
Art Direction
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Mission
In summer, people switch to tea drinks for their well-known thirst-clicking benefits. Coca-Cola China re-launched its 300ml and 600ml bottles to counter this, hoping to stir interest and regain market share.
Solution
People lose their appetite in the hot summer heat, which causes them to feel very lethargic and desperately need energy. Coca-Cola is an energising beverage. A suitable dose of 300ml or 600ml is a 'lighter' alternative to beat the hot summer heat.
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Award
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Top 10 All-Time Best Ads in China, Ad Age China 2011.
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Results
The campaign won Best in Brand Performance at the Coca-Cola Company in China.
Another arresting idea.
