Coca-Cola: 52-week non-TV engagement to build ‘Coca-Cola With Food’ habit

Coca-Cola, a soft drink brand, launched a year-long campaign in Vietnam to position Coca-Cola as the ideal accompaniment to a meal.

Campaign details

Brand: Coca-ColaAgency: Circus DigitalRegion: APAC

Strategy

Objective

"Meal occasion" is Coca-Cola's one of most important business occasion. Therefore the Coke Food campaign is critical to build its "Goes well with food" attribute, recruiting more frequent consumers and accelerating volume growth.

Eating has played an increasingly important role in the consumer's life. Beyond filling hungry stomachs, food is a passion point, food is an indulgence, food is culture. The food industry has been booming with constantly new food trends, offering more diversified choices and experiences than ever to consumers.

"Meal occasions" has consequently become...

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