MARKETING Magazine Asia

DIA Brands celebrates Chinese culture with Coca-Cola’s
2019 Chinese New Year campaign that centers around the theme of more Prosperity and more Joy.

This idea revolves around key Chinese symbols of abundance and prosperity which are reflected as follows: – 多福多乐 KĔ KŎU KĔ LÈ, DUŌ FÚ DUŌ LÈ.

Director / Head of Integrated Marketing Communications – ASEAN Pratik Thakar said that DIA Brands leveraged on the Chinese symbols of the knot, lantern, tangerine, koi fish, cherry blossom, pussy willow, gold coin and butterfly fan.

These core eight images have been the foundation of this year’s Chinese New Year campaign which has been extended to omnichannel touchpoints including premium collectibles in Malaysia and Singapore.

Executive Creative Director Nigel Smith said the idea was to harmonise the Coca-Cola brand through it’s unique ‘contour’ bottle with Chinese cultural symbols that are key tenets of the festival signifying abundance and prosperity.

Dinesh Sandhu, Managing Director “Chinese New Year is a key commercial activity in both markets and a standout feature in the promotional calendar. The puzzle that we had to solve was to disrupt the sea of sameness while retaining the inspirational symbols that represented popular Chinese culture and tradition.”