Coca-Cola Myanmar: Coca-Cola Refresh and Top-Up

This case study explains how Coca-Cola, the soft drink brand, helped university students in Myanmar rediscover their enjoyment of the teashop break while putting its brand at the heart of the occasion.

Campaign details

Brand: Coca-Cola MyanmarLead agency: Fulcrum MyanmarRegion: APAC

Objectives

Myanmar is thirsty for information.

With the country only beginning to open itself to the world, after half a century of isolation under military rule, its people are starting to set their eyes curiously outward to the greater world beyond. With affordable smartphones and data plans becoming widely available, the information revolution has become digitally powered. And at the center of this are Myanmar's mobile-crazy youth.

With an average of ten hours a day spent in university and additional schooling, we knew that they craved...

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