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 Company
Agency: Initiative
Brand: Coke
Country: Thailand
Channels 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 viral
Media budget: 3 – 5 million

Executive summary

This is the story of how Coke reversed a stagnating image in Thailand and, against a backdrop of natural disaster, managed to regain the No.1 spot from its main rival, PEPSI.

In Oct 2011, Thailand suffered the worst floods in its history, draining the happiness out of the Thai people. People were glued to the TV and social media, which were saturated by reports of the disaster.