Coca-Cola builds a family for ‘lonely snowman’ to show bonding in CNY ad
In a barrage of Chinese New Year ads expounding family togetherness, how can we come up with an angle that will set us apart, and yet tug at the heartstrings?
Coca-Cola as an iconic brand felt the need for a fresh festive advertising approach that aimed to reinvigorate the customary rituals of CNY through the theme of ‘Sticking Together’ in its latest ‘Taste the Feeling’ communication.
“CNY is a celebration of family, a celebration that we stick together no matter what. And with the simple pleasure of drinking a Coca-Cola, we are always there to make the moment special, celebrating this unbreakable bond with your loved ones,” said Richard Cotton, Content and Creative Excellence Director, Coca-Cola China.
So in Coca-Cola’s film this year 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. 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 recognizes 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,” said Cia Hatzi, APAC Regional Business Director for Coca-Cola, McCann Worldgroup.
Mr 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 behavior 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 at the end of December.
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