How Coca-Cola got Asian millennials fizzing

Low Lai Chow

When Coca-Cola's new sugar free product faced an uphill battle in Singapore and Malaysia, the company turned to experiential marketing to get Asia's millennials fizzing again.

When Coca-Cola was looking to launch a new sugarless formula in Singapore and Malaysia earlier this year, the iconic brand hit a slight hurdle.

"When I was looking into the consumer data and insights, I was a bit alarmed, because we had some really big problems," said Susan Tucker, senior content lead of integrated marketing communications at Coca-Cola APAC.

"In Malaysia, they didn't want to hear about it. Something without sugar was not appealing at all: 'That sounded bitter and I don't want anything to do with that,'" said Tucker at the recent Millennial 20/20 conference in Singapore.

"In Singapore,...

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