COCA-COLA: A TWIST ON TRADITION

THE CHINESE NEW YEAR CULINARY MAGIC

To remind families of the simple, magical joys of togetherness during Chinese New Year, Coca-Cola brought a refreshing twist to traditional feasts.

We partnered with Hong Kong celebrity Chef Christian Yang, who kicked off the campaign by creating the first-ever Coca-Cola-flavoured rice cake. This wild culinary experiment was uploaded to social media and immediately took feeds by storm.

Next, a cooking challenge video series, led by Chef Yang and featuring a diverse cast of multi-generational celebrities, generated widespread excitement. Budding cooks created new CNY recipes using select ingredients and Coca-Cola, while fans actively voted for their favorite dishes and shared their own creations on social media.

To deepen engagement, a suite of exclusive CNY-themed Coca-Cola merchandise was made available for redemption on the Coke+ platform. Additionally, a select group of fans were invited to an exclusive Chef’s table dining experience, driving further awareness and perfectly reflecting Coca-Cola's magical role in connecting people through uplifting moments.

AWARDS
2023 EFFIE HK AWARDS
Bronze - Beverages - Alcohol / Non-Alcohol
Bronze - Influencer Marketing
2023 KAM FAN AWARDS
Bronze - Promo & Direct – Use of Product & Merit - Best Use of Branded Content & Sponsorship
2023 MARKETING EXCELLENCE AWARDS
Silver - Viral Marketing
Silver - Social Media