Coca-Cola Far East: Happiest Chinese New Year
Geometry Global MalaysiaThe Coca-Cola Corporation
The summary statement
The default and templated greeting for Chinese New Year (CNY) is "Gong Xi Fa Cai", literally translated to "Wishing You More Money". But Chinese New Year celebration doesn't equate to celebrating more money. At a time when Malaysia was a little gloomy, Coca-Cola had to step up as a cultural leader.
Coca-Cola needed to remind Malaysians to celebrate not just money, butthe many facets of happiness that make CNY a wholesome celebration using native content i.e. music videos, TV announcement etc.
People were...