Coca-Cola: Extend your Tet table; create more meaningful connections this Tet

Coca-Cola, a carbonated beverage brand, launched its campaign during the festival Tet in Vietnam to encourage people to extend their Tet table to create merrier, more meaningful connections.

Campaign details

Brand: Coca-ColaAgency: Dentsu MCGARRYBOWENRegion: APAC

Strategy

Objective

Tet is the most important festival in Vietnam. It is the peak business season with double consumer spending for gifting and for real consumption. It is therefore also the highly competitive season of hundreds of brands across categories, with a rise in both ATL, BTL investment.

Having consistently invested and evolved in Tet for 10+ years, Coca-Cola has become the solid No.1 brand of Tet, contributing to the successful Tet business result. Yet, in the increasingly cluttered and competitive market, it is a real challenge to...

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