Campaign details

Brand: Coca-Cola
Brand owner: The Coca-Cola Company
Lead agency: McCann-Erickson Guangming Ltd Shanghai
Country: China
Industries: Carbonated soft drinks
Media channels: Mobile & apps, Packaging & design, Virtual & augmented reality, Websites & microsites, Word of mouth, influencers
Budget: 5 - 10 million

Executive summary

China – a nation of more than 240 cities, each with a rich, diverse culture and backstory of its own – is home to many millions of young Chinese consumers.

In a nation of fragmented attention spans, Coca-Cola – a brand that stands for 'togetherness' – had to find a way to remain relevant.

While competitors focused their efforts on product innovations like new flavours or fancy packaging design, Coca-Cola was faced with a challenge: to market a premium product priced 30% higher than its regular cans, that wasn't going to be just a novelty fad but something that stood the test of time by offering an intrinsic value that resonated with Chinese youth.