Coca-Cola: Lunar New Year Family Games

Arjun Paul Vedanayagam

Beverage manufacturer Coca-Cola ran the Lunar New Year (LNY) Family Games campaign in 2022 to regain its pre-Covid growth trajectory and increase volume share by 50 BPS.

Campaign details

Brand: Coca-Cola Brand owner: The Coca-Cola Company Entrant company: OgilvyIdea creation: Ogilvy Shanghai Market: Greater China Sector: Carbonated soft drinks Media channels: Mobile & apps, Packaging & design, Websites & microsites, Social media, Online video, Outdoor, Out-of-home, Point-of-purchase, In-store, Virtual & augmented reality Budget: 500k - 1 million

Executive summary

For Coca-Cola, during China’s make-or-break- Lunar New Year (LNY), its message was getting diluted, which was a massive barrier to growth.

Coca-Cola reinvented itself by creating a shared activity that brought...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands