Coca-Cola: From PROMO to FOMO

Coca-Cola activated a social chain of trends among Gen Z in Vietnam to create the Fear of Missing Out (FOMO) and talkability to trigger maximum consumption and participation, strengthen market share, and increase brand love and consideration.

Campaign details

Brand: The Coca-Cola CompanyAgency: WPP Open X, led by T&A Ogilvy VietnamRegion: APAC

Strategy

Objective

Summer is one of the most important seasons for the CSD category and a time when brands compete hard to gain maximum market share. Coca Cola, a market leader in the category, wanted to maximize consumption in this period and saw this as a great opportunity to build a habit loop increasing the frequency of consumption for existing category drinkers and to recruit new consumers: all adding to the business objective of increasing weekly+ consumption.

The Brand decided...

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