Coca-Cola: Label campaigns

This case study describes how Coca-Cola, the soft drinks brand, adapted the bottle's labels to reach Chinese teens over three years.

Coca-Cola: Label campaigns

Rohan Lightfoot and Tim Doherty

Campaign details

Brand Owner: The Coca-Cola Company ChinaLead agency: Isobar Brand: Coca-ColaCountry: ChinaIndustry: Non-alcoholic, soft drinksMedia: Integrated; Internet – general; Mobile and apps; Outdoor, out-of-home; Packaging and design; Social media Budget: Over 20 million

Market background and cultural context

The Coca-Cola Company is not a massive player in the non-alcoholic, ready to drink (NARTD) category in China. Total market share is around 11%. Of course, the Coca-Cola Company sells a lot of Cokes, but they also sell water, fruit...

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