Non-Alcoholic Beverages

The Shortlist
CAMPAIGN
That's Gold: 2016 Coca-Cola China Olympics
AGENCY
McCann Worldgroup Shanghai
CLIENT
Coca-Cola
BRAND
Coca-Cola
DETAILS
Coca- Cola leveraged global Olympic Games sponsorship to win over Chinese teens, by redefining ‘gold’ as the moments we celebrate the people who support us, moments we can all share with a Coca- Cola. THAT’S GOLD turned every bottle of Coca- Cola into a ‘gold medal’ celebration everyone could share with personal supporters, Olympians and regular teens alike. We leveraged the unrivalled reach of product distribution as the key engagement touch point, creating an emotional sharing interaction for consumers around the packaging to drive sales, amplified with above the line advertising and major digital media and social partnerships, including real time Olympic marketing
In a year that Chinese Olympians performed less than expected in terms of gold medals, but surprised the world with their humanity and heart, the campaign struck a chord.
THAT’S GOLD was one of the most talked about campaigns that summer, and Coca- Cola sold 31 million more cases than Pepsi.
CAMPAIGN
Coca-Cola: A New Beginning
AGENCY
Ki Saigon
CLIENT
Coca-Cola
BRAND
Non Alcoholic Beverage
DETAILS
In a campaign to mark the lunar new year in Vietnam, Coca-Cola set out to intervene in a family feud between a man and his brother. We identified a story on social media that fit with the campaign theme of "new beginnings”
 
A girl named Thao wished that her father and uncle could watch the annual new year (Tet) fireworks together, as they had done every year, until two years ago, when they had a falling out.
We worked with Thao over several weeks to recreate scenes from the brothers' childhood, working from old photographs and stories. The result was a film that was staged at a movie theatre where, each unaware that the other was there.
 
And the result had the nation reaching for the tissues. This is story of how we created a multi-media campaign that took the nation on this emotional journey.
 
•      This campaign bought back - Coca-Cola to the top spot of being the most loved brand.
•      The communication was rated the best of the best by MIllward Brown.
•      This campaign beat the competition in all parameters, arrested the brand’s decline in 2016 and put the brand in an upward momentum for the new year.
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