Coca-Cola Tiger Year New Year Marketing

After two years of downturn caused by the pandemic, although Coca-Cola has begun to recover slowly, it has not yet returned to its pre-pandemic share level.

Case details

Brand: Coca-Cola

Brand owner: Coca-Cola

Main agency: Ogilvy Shanghai

Major agency holding group: WPP

Launched in: Mainland China

Industry: Non-alcoholic beverages - carbonated beverages

Media channels:

Budget: Over 50 million

Case Summary

After two years of depression caused by the pandemic, Coca-Cola urgently needs to break away from homogenized communication during the Spring Festival of the Year of the Tiger, resonate with young people, and stimulate new growth. During the Spring Festival, young people often struggle to find a bridge for mutual understanding and communication between family members. By creating...

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