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...