'Coke with a meal' approach integrates Coca-Cola into China's extensive food culture

Coca-Cola regularly introduces new designs in the China market, but the promotion of a new slim City Can in 2018 created both a challenge and an opportunity.

Campaign details

Award name: ROI FestivalAward category: Integrated MediaAward level: Gold 2019Brand: Coca-ColaBrand owner: Coca-ColaParticipating companies: Meituan-Dianping and McCann Erickson (Shanghai)Campaign names: 'Faces of China’s Cities' and 'Chinese Food 30-City Extraordinary Taste Tour'Industry category: Soft Drinks, Non-Alcoholic BeveragesRelease date: June 2018 and March 2019Budget: RMB 5-10 millionCountry: China

Background

China’s beverage market is highly saturated, and Coca-Cola is competing not just against other carbonated drinks but also craft beers, water, milk tea and other drinks. To stand out, while competitors...

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