COCA-COLA REVIVAL OF A CLASSIC

COCA-COLA BRINGS THE SCREEN TO THE STREET

Coca-Cola, a timeless classic, had become familiar but faded from mealtime conversations. To reignite enthusiasm and re-associate it with Hong Kong's culinary culture, we dug deep into Hong Kong's cultural DNA and found that Coca-Cola has appeared in iconic movie moments for generations. 

Inspired by the classic film 'The God of Cookery,' we launched Coca-Cola Foodmarks in Hong Kong. Kicked off by star Karen Mok, we returned to Temple Street, home of the movie's food stall scene. Blending creativity and technology, we recreated four unforgettable scenes, developed immersive virtual games, and served the famous Juicy Beef Balls and Rice of Sorrow, reigniting magic for thousands of fans!

We further amplified reach by partnering with Time Out for the Coca-Cola Foodmarks tour, an interactive map of over 360 top Coke-and-a-meal destinations. Over 100 KOLs joined, sharing experiences and spreading the word, successfully repositioning Coca-Cola at the heart of Hong Kong's dining culture.

AWARDS
Effie Awards Hong Kong 2024
Gold - Experiential Marketing - Hybrid  
Silver - Use of Content
Kam Fan Awards 2024
Bronze - Media - Sectors
Bronze - Media – Best Use of Ambient (Large Physical Scale)
Bronze - Promo & Direct - Use of Ambient
Bronze - Promo & Direct - Use of Field Marketing & Event
Merit - Best Use of Branded Content & Sponsorship
Marketing Excellence Awards 2024
Bronze - Branded Content