iCoke.cn - A long-term digital branding platform for a short-shelf-life product

This case study looks at Coca-Cola’s long-running iCoke platform in China. Set up in 2006, the website acts as a vehicle to drive brand loyalty in a low-involvement category, and also offers a platform for Coke’s regular brand campaigns.

iCoke.cn – A long-term digital branding platform for a short-shelf-life product


Soft drink is a low involvement and low loyalty category. In a massive market like China, despite being one of the most popular brands, Coca-Cola needs to maintain its relevance with up-to-date brand experience all the time. With the digital boom that started since the late 1990s in China, harnessing this youth-oriented new marketing channel has become one of the core challenges for brands like Coke.

The key digital challenges for Coca-Cola were:

  • How to develop a continuous dialog with the massive Chinese youth consumers?
  • How to...

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