Coca-Cola: Uplifting simple food-moments everyday
Genevieve C Cruz
Campaign details
Brand owner: The Coca-Cola Export Company, PhilippinesAgency: McCann Worldgroup, PhilippinesBrand: Coca-ColaCountry: PhilippinesChannels used: Outdoor, out-of-home, Point-of-purchase, in-store media, TelevisionMedia budget:500k - 1 million
Executive summary
Amidst the dual threat of weaker consumer purchasing power and the rise of significantly cheaper competitors, the 'Everyday Kainan Happiness' campaign revitalised the relevance of serving Coca-Cola with food at home ('kainan' translates as 'food moment').
It did this by demonstrating Coke's deep understanding of Filipino food culture, the new mealtime dynamics that Filipinos...