Coca-Cola: Label campaigns
Rohan Lightfoot and Tim Doherty
Campaign details
Brand Owner: The Coca-Cola Company ChinaLead agency: Isobar Brand: Coca-ColaCountry: ChinaIndustry: Non-alcoholic, soft drinksMedia: Integrated; Internet – general; Mobile and apps; Outdoor, out-of-home; Packaging and design; Social media Budget: Over 20 million
Market background and cultural context
The Coca-Cola Company is not a massive player in the non-alcoholic, ready to drink (NARTD) category in China. Total market share is around 11%. Of course, the Coca-Cola Company sells a lot of Cokes, but they also sell water, fruit...