Coca-Cola: A Million Reasons to Believe in Thailand
Kredrada Benjaathonsirikul, Paphop Ruchutrakool and Mike De Los Reyes
Campaign details
Brand owner: The Coca-Cola CompanyAgency: InitiativeBrand: CokeCountry: ThailandChannels used: Events and experiential, Internet – display, Internet – general, Internet – microsites, widgets, Mobile and apps, Online video, Other and ambient media, Outdoor, out-of-home, Public relations, Radio, Social media, Television, Television – direct response, Word of mouth and viralMedia budget: 3 – 5 million
Executive summary
This is the story of how Coke reversed a stagnating image in Thailand and, against...