Coca-Cola as an iconic brand felt the need for a fresh festive advertising approach that aimed to reinvigorate the customary rituals of Chinese New Year (CNY) through the theme of “Sticking Together” in its latest “Taste the Feeling” communication.
So in Coca-Cola’s film in 2016 the brand reunites us with the much-loved Clay Dolls, but adds a new mix to the equation – another iconic figure of festivity.
“Since the true spirit of Chinese New Year is to be with family, we wanted to refresh the unbreakable bonds that keep family together,” said Cia Hatzi, APAC Regional Business Director for Coca-Cola, McCann Worldgroup.
“In this endearing tale, the Clay Dolls help a young boy bring a smile to a lonely snowman. The young boy empathises with the snowman because he recognises that everyone deserves to be with family during important celebrations. The Clay Dolls that have become synonymous with Coca-Cola CNY undertake the noble mission to ‘build’ a family for our lonely snowman, hence delivering the message of a special moment of family bonding.”
Richard Cotton explained further that “In the full campaign we incorporated the Clay Dolls on TV, packaging, in-store, OOH, cinema and digital. Tailor-made CNY greetings tapping into users’ purchase behaviour were also created in partnership with Alipay. Upon scanning the Clay Dolls visuals, they will digitally come alive to greet users with messages of family togetherness.”
The campaign will launch nationwide in China at the end of December.
Source: Little Black Book