The Brief
How might Coca-Cola connect with young, proud Chinese milennials seeking to capture their local identity in a globalized world?
In 2018, “Faces of the City” was launched, created on the insight that rapid urbanizaton has resulted in Chinese cities all looking the same. Hence, “it is not about the city itself, but the people that make the city.”
Solution
In its 2019 iteration, “Flavors of the City”, the key insight was found in a Chinese idiom, “you are what you eat.”
Chinese cuisine is diverse, rich and distinct across its cities, a clear marker of one’s origin story - whether this was connected to a place they grew up in, or one that they moved to eventually for studies or to pursue a career.
The 360 campaign featured limited edition cans illustrated with city characteristics and its corresponding dish (dainty shanghai and its xiao long bao - soup dumpling), and an interactive app experience that included a local city guide that served restaurant recommendations and drove sales transactions of drink coupons through geo-targeting technology.
The campaign also successfully tied the slim cans (a premium product) to a key growth driver for Coca-Cola, the Coke with Meals platform.
Role: Associate Strategy Director
Recognized in WARC’s 100 Top Campaigns