Coca-Cola banks on festive theme of sticking together to cut through for Chinese New Year
Coca-Cola has launched its Chinese New Year campaign, introducing a snowman to illustrate the idea of sticking together during a holiday that is so family orientated.
Coca-Cola tells people to stick together for Chinese New Year
Chinese New Year can be a busy time for brands hoping to be a part of the celebrations but Coca-Cola believes its theme, and the reintroduction of its Clay Dolls characters, will stand out.
The advert sees a young boy at the family reunion dinner looking sad that his snowman outside looks lonely. The Clay Doll characters jump from a nearby Coca-Cola bottle into the garden to help build a family for the snowman, much to the young boy’s delight.
The campaign was created by McCann Worldgroup and is an extension of Coca-Cola’s ‘taste the feeling’ matra.
Richard Cotton, content and creative excellence director at Coca-Cola China, said: “Chinese New Year is a celebration of family, a celebration that we stick together no matter what. And with the simple pleasure of drinking a Coca-Cola, we are always there to make the moment special, celebrating this unbreakable bond with your loved ones.”
The 60 second TVC launches this week and the Clay Doll characters will also feature on Chinese New Year designed Coca-Cola packaging.