Coca-Cola China: Chok! Chok! Chok!

McCann Worldgroup Hong Kong

Advertiser: The Coca-Cola Company
Brand: Coca-Cola
Country: Hong Kong

Objectives

Though a clear leader in the category, Coca-Cola still faces a unique set of challenges in the aggressive market place in Hong Kong.

In a fast-paced city where teenage consumers are obsessed with "new", the market is swamped with exciting new products emerging everyday: there were 377 non-sparkling beverage product launches in 2011 – more than one per day!*

To combat in this fiercely competitive market and to ensure a healthy sustainable growth, Coca-Cola must continue to inject excitement in everything they do, and seize every opportunity they can to connect with its teen audience. This was the exact challenge for Coke Hong Kong this summer.