Coca-Cola: Virtual Foodfest

Coca-Cola, a carbonated beverage brand, increased the frequency of Coca-Cola consumption by launching the virtual Foodfest in Vietnam.

Campaign details

Brand: Coca-ColaAgency: Circus DigitalRegion: APAC

Strategy

Objective

The objective of the campaign was to drive frequency of Coca-Cola consumption by communicating "how Coke enhances food experiences" in relevance channels. Since the pandemic in Vietnam happened, the importance of the online food delivery channel has increased significantly.

Target Audience

The brand targeted teens and young adults aged 18–25 who are actively on various food service aggregators (FSAs).

Unlike on-premise consumers, who often have drinks with their meals, the online consumers are not used to ordering a meal and a drink together.

The brand identified...

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