CLIENT
Coca-Cola China Limited
Kelvin Au, CCTM Marketing Manager
Adrian Chan, Consumer Connection Planning Manager CCTM
Kenas Lai, Shopper Connection Planning Manager CCTM
AGENCY
Buji Ng, Group Creative Director
Keniz Cheng, Associate Creative Director
Judy Yong, Associate Creative Director
Jo Wong, Senior Art Director
Morris Pun, Group Account Director
Corwin Wong, Group Account Director
Matthew Kwan, Business Director
Yorke Leung, Senior Account Manager
Clementine Lee, Senior Account Executive
Natalie Ho, Account Executive
Chloe Chan, Senior Associate
Ella Keung, Associate
Christy Lee, Associate
Connie Ho, Chief Strategy Officer
Kelly Lee, Strategist
Essencemediacom
Adrian Lee, Business Director
Alda Lui, Planner
Frances Yip, Supervisor
Hogarth
Virginia Tse, Producer
Grace Chung, Producer
Rebecca Lui, Senior Project Manager
Harie Herman, Head of Broadcast Production
SUMMARY
The emergence of new beverages
creates a need for Coca-Cola to reinforce its iconic position for celebrative
meals. This is particularly evident during Chinese New Year, where its presence might be diluted amidst the
overwhelming festive communications.
To reinforce its position as
the top-of-mind beverage choice during the season, Coca-Cola is bridging
the generational gap with exciting new creations: the Coca-Cola rice
cake, developed with celebrity chef Christian, and a cooking show featuring KOLs from different generations. It created an extensive social
buzz, stirring conversations at new year dining table.
