Coca-Cola celebrates CNY

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.”


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

Download Event PDF
Submit Entries Here




Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene