Tag: Coca-Cola

Singapore – Popular food brands Coca-Cola and OREO are teaming up to offer fans unique flavor experiences that celebrate the so-called ‘Real Magic’ of friendship. The tie-up will include the release of two limited edition products: the Coca‑Cola® OREO™ Zero Sugar and OREO® Coca‑Cola™ Sandwich Cookie.

Both limited edition products sport a sleek, black-and-white packaging design that remains true to the two brands’ iconic personalities while embracing creative elements like OREO® cookie embossments and stacked Coca‑Cola® bottles.

The OREO® Coca‑Cola™ Sandwich Cookie features two signature chocolate basecakes paired with a Coca‑Cola taste, embossed with Coca‑Cola designs, with a smooth white-colored creme and studded with red edible glitter. Coca‑Cola® OREO™ Zero Sugar features a refreshing Coca‑Cola taste with flavorful, OREO cookie-inspired hints.

Moreover, the exclusive offerings are the latest surprise-and-delight drops from the global Coca‑Cola Creations platform, which lends the iconic Coca‑Cola brand to new creative expressions, unexpected flavors and immersive experiences anchored in the core Gen Z passions of music, gaming, sports, technology and pop culture.

Oana Vlad, global VP of brand strategy at The Coca‑Cola Company, said, “We took careful steps to ensure we delivered the OREO experience in a Coca‑Cola, and vice versa. Both products went through several iterations, and we look forward to following the public conversation of what each tastes like. At the end of day, our mutual commitment to product quality and technical excellence — and our willingness to have fun and work together as one team — made this possible.”

Meanwhile, Eugenia Zalis, global head of marketing and brand for OREO at Mondelez International, commented, “At OREO, we strive to identify fresh ways to excite consumers and, with this collaboration, we have truly upped the ante. The bestie bond forged between OREO and Coca‑Cola is a playful way to unite our fanbases and celebrate the power of connection and togetherness. We cannot wait to see the reaction to the campaign and hope fans are excited to experience the latest twists on two classics.”

Like previous Coca‑Cola Creations drops, the collab complements the limited-time-only products with immersive digital and physical experiences designed for friends to enjoy together. 

Fans can activate “Bestie Mode” by scanning on-pack QR codes to merge their music tastes and create custom Spotify playlists commemorating their friendship. Bestie Mode will translate IRL, as well, through live experiences including Ferris wheel takeovers and the opportunity for friends to create matching temporary tattoos and more.

Coca‑Cola® OREO™ Zero Sugar will hit stores beginning in September in 35 markets worldwide, including the United States, Canada, China, Mexico and Brazil. A frozen variation of Coca‑Cola® OREO™ Zero Sugar will also be available at participating 7-Eleven locations in select markets.

As part of the many Lunar New Year celebration campaigns in the region, Coca-Cola had launched a multi-faceted campaign, which includes a fiery redesign of its iconic soft drinks packaging, AR filters on social media, as well as a music video with MediaCorp personality Hazelle Teo to showcase celebrating the festivities in style.

For Coca-Cola back then, they wanted that their campaign to resonate further with all ages in wishing each other well wishes, and bearing that spirit of welcoming the new year with optimism and bringing families closer together.

For our third Top Story of the year, we spoke exclusively to Teejae Sonza, Senior Marketing Director of Coca-Cola Trademark, Coca-Cola ASEAN & South Pacific to learn more about the multinational company’s direction to Lunar New Year campaigns, as well as stressing how its iconic drink has been the centrepiece of personal connections throughout the years.

How campaigns should always usher into a better year ahead

For Sonza, with Lunar New Year festivities always centred around ushering for a better year ahead with optimism, Coca-Cola considers that their campaigns should encompass their three core values: authenticity, optimism, and bridging divide. For the company, they want to encourage people to look at the New Year with optimism and hope, as well as reconnect with their families and friends.

“This year, Coca-Cola designed its Lunar New Year campaign centred on the idea that the magic of the Lunar New Year celebration happens when people bond together. It’s designed to inspire families to open up and deepen their connection with their families over a festive meal table, hopefully bringing them even closer during the Lunar New Year celebration,” he said.

Key visual for Coca-Cola’s Lunar New Year campaign

Sonza also added that one of the things that is also observed during these festivities is that there are generational differences within families, especially the younger generation who sometimes feel disconnected from their families. For Coca-Cola as a brand, they are always asking the question of how they can play a role in terms of bridging and enabling people to connect amidst the differences. 

“We see Coca-Cola and the dining table as our centrepieces for connection. As an enduring presence at mealtimes across generations, Coca-Cola steps in to facilitate shared experiences and meaningful conversations, bringing families closer together over a table filled with delicious meals and of course, an ice-cold Coca-Cola,” he added.

How its revamped packaging is a key part of Coca-Cola’s integrated campaign

A key component of Coca-Cola’s Lunar New Year campaign is its revamped packaging, which Sonza notes also has variations for its Singapore and Malaysian markets, as well as in Vietnam for its Tết (Lunar New Year) festivities.

Visual for Coca-Cola’s revamped Lunar New Year packaging design

“Our Coca-Cola packaging for the Lunar New Year featured the striking dragon design, a symbol of wealth and good fortune, and embodies the spirit of the Lunar New Year – a time for luck, well-wishing, and anticipation of a prosperous year ahead. We have also artfully integrated this majestic creature, not only in our packaging but also in a heartwarming TVC — bridging tradition and modernity, and encapsulating the essence of the upcoming year,” he said.

Sonza added, “Our product (and packaging) is the most tangible and best form of media that people/consumers interact with. Using our labels to show a country’s culture or tradition is part of the integrated experience we wish to deliver to people as we celebrate the Lunar New Year together with them.”

On the drive of influencers to amplify campaign across various touch points

As part of its Lunar New Year campaign in Singapore, Coca-Cola tapped MediaCorp artist Hazelle Teo to create a music video focusing on the fun side of the Lunar New Year festivities. According to Sonza, Yeo is one of the many influencers Coca-Cola is working with across the ASEAN and South Pacific regions for its campaigns.

“The song of Hazel Teo was released in Singapore only and relates to the campaign idea that “the magic of the Lunar New Year celebration happens when people bond”. It’s a reflection of the previous year’s hard work, how their family’s encouragement helped them power through, and how they look forward to the good fortune that the new year brings. It also talks about looking forward with positive enthusiasm and an even stronger determination as they have now received the best gift of them all – the “blessings of home”,” Sonza explained.

Music video with Hazelle Teo for Coca-Cola’s Lunar New Year campaign

He also added that by recognising how their consumers consume and interact with different forms of media, as well as connect with their friends, they are then able to fully provide an experience that is specifically catered and centred on them.

“Today’s generation (Gen Z), as we know it, is very social and digital savvy. Influencers play a key role in driving home our message and encouraging people, specifically the generation now, to use the tools we create or experience the activities we prepare on social and on the ground for them. Hence, we engage and connect with our consumers by tapping influencers to whom they relate to,” he concluded.

Singapore – Coca-Cola, as part of its global Foodmarks campaign, has released a quirky interactive music video, intersecting the importance of music and food together as well as highlighting the diverse street food landscape in Thailand.

Conceptualised alongside WPP Open X and led by Ogilvy Singapore, the music video tells the story of two legends meeting for the first time and having an epic night out with Bangkok street food and Ice-Cold Coke – creating the ultimate ‘Recipe for Magic’.

‘Coca-Cola Foodmarks’ in Thailand revives a rich cultural legacy of street food, portrayed in new ways to resonate with younger audiences. By blending its culinary attributes as represented by Chef Pom with the latest chart-topper in the Thai music scene, F. Hero, Coca-Cola aims to champion innovative ways for more youthful audiences to discover and engage with these often-iconic signature food destinations.

Launched globally in February 2024, Coca-Cola Foodmarks puts a spotlight on unique “food landmarks” that are shaped by a market’s rich cultural tapestry and crafted with the real magic of Coca-Cola. In Thailand, Coca-Cola sourced the perfect ingredients from both the music and culinary scenes to cook up an upbeat, interactive music video that celebrates the ‘Epic Night Out’ the duo and their crew have in their discovery of Thailand’s own brand of Foodmarks. 

TeeJae Sonza, senior director of marketing at Coca-Cola, said, “Our Foodmarks are not just about the simple act of dining; they represent the love we have in Southeast Asia for discovering hidden culinary gems within dynamic, bussing food scenes. With Foodmarks, we’re inviting people to discover the humble, unassuming yet iconic eateries in their markets with rich histories that remain untold—all while sipping the classic flavour of a chilled Coca-Cola.”

Meanwhile, Nikhil Panjwani, executive creative director at Ogilvy Singapore, commented, “Working with legends like F.Hero and Chef Pom was the ultimate magic recipe we needed to drop Coke and meals into pop culture.” 

Singapore – As the Chinese New Year approaches, Coca-cola calls on everyone across generations in Singapore to celebrate in an interactive and meaningful way through a striking new packaging that is suited for the holiday. 

Designed to resonate with a wider audience, Coca-cola’s campaign features a redesign of Coca-cola’s cans with a dragon, this year’s zodiac symbol which perfectly embodies the spirit of the Chinese New Year.

Aside from this, Coca-Cola aims to recreate the tradition of wish-giving, a symbol of rediscovering each other and bringing families closer through their own interactive Dragon AR filter available on Facebook and Instagram, an engaging way for young people to send well-wishes to their loved ones.

The campaign is further brought to life as MediaCorp personality Hazelle Teo collaborates with Coca-cola on a music video that aims to light up this Chinese New Year and celebrate in style. 

Additionally, Coca-cola also made sure to put up engaging city-wide outdoor digital displays, as well as organised an experiential activation outside Wisma Atria through an immersive dragon tunnel, where Singaporeans can capture picture-perfect moments and take part in the activities to receive prizes. 

The new dragon-themed packaging of Coca-Cola is available only for this Chinese New Year. It is also worth noting that customers can win limited edition gold-plated dragon cans by spending S$18 and above on brands across Coca-Cola’s group of companies.

Singapore – Coca-Cola has recently announced the launch of Coca-Cola ‘Y3000 Zero Sugar’, a new limited-edition flavor accompanied by an AI-powered experience from Coca-Cola Creations. This flavor marks the first futuristic flavor co-created with human and artificial intelligence from Coca-Cola, aiming to celebrate an optimistic future.

The unique item offers consumers and fans a refreshing taste and a glimpse of what the future could look like by scanning the can and going through the Coca-Cola Creations Hub, where they can use the customized Y3000 AI lens to imagine what the world could look like in the future. 

Coca-Cola created the Y3000 experience by tapping into human and artificial intelligence to understand how fans envision the future through emotions, aspirations, colors, flavors, and more. Fan’s perspectives from around the world, combined with insights gathered from artificial intelligence, helped inspire Coca-Cola to create the taste of Y3000.

The product features a futuristic packaging design including light and optimistic tones, a Coca-Cola Creations logo composed of effervescent bubbles, and the Coca-Cola Spencerian Script with fluid dot clusters that merge to represent the human connections of our future planet. Co-created with artificial intelligence, the design showcases liquid in a morphing, evolving state, communicated through form and color changes that emphasize a positive future.

Coca-Cola Y3000 Zero Sugar is available in select markets around the world, dropping soon  in ASEAN & South Pacific with Australia rolling the new Creations first. The Coca-Cola Y3000 Zero Sugar drink follows the recently released Coca-Cola Ultimate Zero Sugar created for League of Legends players, which was made available in Singapore, Malaysia, and Indonesia early this year; and is currently available nationwide in the Philippines.

Oana Vlad, senior director, global strategy at The Coca-Cola Company, said, “Inspired by the timelessness of Coca-Cola, we want to celebrate everyone’s idea of what the future might look like. With the help of AI-powered technology, Coca-Cola Y3000 Zero Sugar imagines how a Coca-Cola from the future could taste and introduces innovative experiences to explore the future.”

Meanwhile, Tee Jae Sonza, trademark category head, Coca-Cola ASEAN and South Pacific Operating Unit, commented, “We’re excited to bring to life this latest innovation from our Coca-Cola Creations platform here in ASEAN & South Pacific as we continuously explore new ways to resonate with our consumers. The launch of Coca-Cola Y3000 Zero Sugar opens up the possibility of a world where humanity and technology can collaborate in harmony to create Real Magic.”

Bangkok, Thailand – Global beverage company Coca-Cola officially unveils its new online film that brings to the forefront the unifying power of shared meals and the authentic connections forged at the dining table. 

The feel-good film is part of Coca-Cola’s ‘Recipe for Magic’ campaign, which aims to explore the enchanting bonds created when loved ones gather for a meal, complemented by the refreshing taste of Coca-Cola drink. It casts the spotlight on the importance of family mealtimes in creating and sharing those ‘pause-refresh-and-cherish’ moments. 

The ‘Recipe for Magic’ campaign embodies ‘Real Magic’. The Coca-Cola global brand’s philosophy is entrenched in the belief that, whether it’s every day or a special occasion, moments can become magical and extraordinary experiences when they are enjoyed together. All it takes is combining the right ingredients: good company, delectable food, and an ice-cold, refreshing Coca-Cola drink.

Coca-Cola also collaborated with their ASEAN brand ambassador, Win Metawin, for the online film. The film articulately captures Win’s journey to prepare his very own home-cooked pizza. 

From meandering through supermarket aisles in search of inspiration and soliciting cooking suggestions from his fans to the moment he surprises his siblings with a mouthwatering, hand-crafted pizza, the story culminates in a beautiful family gathering over slices of pizza and glasses of Coca-Cola, where laughter and love are the main courses.

The online film will be launched across Southeast Asia, from Singapore to Thailand, Vietnam, Cambodia, Myanmar, Indonesia, Malaysia, and the Philippines.

Baron Magtanong, regional marketing manager for Coca-Cola Trademark, said, “Our ‘Recipe for Magic’ campaign aims to bottle up those precious moments of connection. With Win’s inherent warmth and energy, we’re hopeful that the experience inspires others to explore their very own ‘recipe for magic’, turning mealtimes into priceless memories.”

Meanwhile, Win shared that he was excited with the project and that he took on board his fans’ suggestions on what to cook for the film. 

“I have many fond memories that involve me and my siblings, hungrily waiting for a pizza delivery while sharing a Coke. So, fast forward to the ‘Recipe for Magic’ campaign, I jumped at the opportunity to recreate those personal moments of happiness. Given how Coca-Cola has been part of many of our family occasions throughout my life, this campaign was truly close to my heart,” he shared. 

Win further added, “This was a priceless experience to have all my siblings on set, and in fact, created another unforgettable and treasured family moment etched in my memory, courtesy of Coca-Cola.”

Singapore – Popular beverage company Coca-Cola has announced the launch of Coke&GO webapp in Singapore. Paired with touch-free smart coolers at select tertiary institutions, students and faculty staff in the country can now enjoy a seamless way to grab and enjoy their favourite beverages at over 15 smart coolers.

The introduction of the Coke&GO webapp exemplifies Coca-Cola’s commitment to innovation, adapting to the changing needs and expectations of today’s tech-savvy customers. 

The webapp offers consumers a convenient and personalized experience, including saved payment methods, purchase history, and contactless payment for effortless transactions. Moreover, consumers can access a variety of Coca-Cola beverages and enjoy rewards at the same time.

To date, the Coke&GO webapp has over 3,500 users across Singapore, including over 1,800 students from Singapore Polytechnic. Over the coming months, Coca-Cola will roll out up to 20 smart coolers islandwide.

Khoo Ewe Leong, vice president for commercial at Coca-Cola Beverages Singapore said, “We are excited to debut our latest refreshment revolution, the Coke&GO webapp paired with touch-free smart coolers, designed to unlock the ultimate self-serve beverage experience. Driven by our commitment to provide innovative solutions that enhance consumers’ daily lives, we invite our consumers to embrace the future today with our Coke&GO webapp and touch-free smart coolers.”

Meanwhile, Sam Way, head of offline-to-online at Coca-Cola ASEAN and South Pacific, commented, “The twin engines of retail innovation and digitally-savvy consumers are driving the food and beverage landscape. We are excited to help transform the refreshment experience for consumers at any time of the day.”

He added, “As technology advances and options expand, consumers’ expectations are ever-increasing. Driven by convenience and speed, consumers are always looking to not only be but also delighted, especially in the FMCG space. At Coca-Cola, we recognize this and want to transform the way we engage with our consumers.”

Australia – Coca-Cola has launched its FIFA Women’s World Cup 2023 campaign initiative titled ‘Believing is Magic’ which seeks to promote and improve the collective journey of the FIFA World Cup, generating enthusiasm among fans of football worldwide.

The FIFA Women’s World Cup 2023 will be co-hosted by Australia and New Zealand, marking the two countries’ first-ever collaboration. From July 20 to August 20, the event will take place in nine locations, with ten stadiums.

As part of the campaign, Coca-Cola is providing a variety of consumer experiences, including a stadium tour across many places in Australia, where fans may journey through a tunnel filled with games and booths. A special fan-zone area will also allow football fans to capture moments and participate in game booths for a chance to win Coca-Cola tote bags and drink coupons.

Moreover, Coca-Cola’s television commercial will air in New Zealand on July 19 and in Australia on July 20, and it is now available on YouTube. The advertisement, which shows a global community of fans coming together to watch the games, underlines Coca-Cola’s capacity to bring players and supporters closer together. In addition, Coca-Cola will release short films featuring Team Coke athletes such as Ellie Carpenter from Australia, Katie Bowen from New Zealand, Alyssa Naehar from the United States, Wu Hai Yan from China, and Huynh Nhu from Vietnam. 

Kate Miller, marketing director of Coca-Cola Australia, said, “Coca-Cola is committed to bringing people together, and this is at the essence of the FIFA Women’s World Cup. This is more than just a football tournament – it is a celebration of positive change in society and a testament to the spirit of believing in magic.” 

She added, “When we unite and believe in the impossible, anything can be achieved. We want everyone to embrace the power of optimism, see what happens when you believe in magic, and be part of what will be an incredible FIFA Women’s World Cup.”

Singapore – Global beverage company Coca-Cola has joined forces with ‘League of Legends’ game developer Riot Games to release ‘Ultimate Zero Sugar +XP’, a limited edition soda flavour catered to gamers – especially players of League of Legends. 

This collaboration between Coca-Cola and Riot Games marks the first time that Coca-Cola has partnered with a gaming company to create and release an all-new flavour, bringing both industries together to produce a soda aimed to give players a beverage to suit their tastes. 

Accompanying the product’s release, in-game and digital experiences will bring the interactive experiences of the Coca-Cola Ultimate Zero Sugar collaboration to players across the globe. In-game, players can log in to League of Legends and unlock a set of limited edition ‘Ultimate’ emotes by completing a set of missions. 

Outside of in-game interactions, players and fans can scan a QR Code on the can to be transported to the Coca-Cola Creations Hub wherein they can access an Instagram filter allowing players to view themselves in the style of League of Legends emotes for social sharing.

Talking about the collaboration, David Mulhall, head of business development and partnerships at Riot Games said, “We’re excited for players to taste the new +XP flavour, a unique and bespoke collaboration with Coca-Cola, a globally recognized brand loved by millions. Coca-Cola shares many of the player-focused values we have at Riot, and we are honoured to be the first gaming collaboration for Coca-Cola Creations.” 

Rina Surya, frontline marketing director at Coca-Cola ASEAN & South Pacific commented, “Partnering with Riot Games enables us to enhance the Coca-Cola Creations experience by introducing a fresh flavour that represents our shared commitment to putting fans and players at the forefront of everything we do. 

The product showcases a striking packaging design, with shades of black and various shades of gold. The Coca-Cola Creations logo is also complemented by a bespoke ‘Ultimate’ crest and energized with a magical blue Hextech glow, a reference to a type of magic found in the game. Moreover, the design also showcases a unique expression of the recognizable Coca-Cola font, inspired by the Nexus Crystals in League of Legends.

Shanghai, China – Beverage company Coca-Cola has launched a new summer campaign with offline and online experiences. Called ‘Share a Coke’, the campaign is available in Mainland China, Taiwan, Macau, and Hong Kong.

Developed in partnership with Ogilvy Shanghai under OpenX, WPP’s bespoke team dedicated to Coca-Cola globally, the summer campaign aims to turn every Coke bottle into a connection point for friends to engage and create magical shared memories wherever they are, something deeply important for digital natives.

Tapping into the insight that local Gen Z shoppers particularly enjoy the thrill that comes with surprises, Coca-Cola, alongside Ogilvy Shanghai, has created a limited-edition Coca-Cola ‘Summer Get-Together’ Bottle, with labels that transform as your drink to provide Coke lovers with hundreds of fun scenarios to enjoy the summer with their friends.

The activations also extended online to further facilitate connections through two interactive mobile games, including a WeChat-embedded game, which allows participants to shuffle their phones and generate a social poster with summer activity ideas. They can also tag their friends to meet up offline and share a Coke together. Another interactive mobile game is the ‘Metaverse Music Festival’, which uses a metaverse-inspired 3D-fication of avatars, 3D gameplay experience and a chained ‘share-challenge’ mechanism.

Tapping into the insight that local Gen Z shoppers particularly enjoy the thrill that comes with surprises, Coca-Cola, alongside Ogilvy Shanghai, has created a limited-edition Coca-Cola ‘Summer Get-Together’ Bottle, with labels that transform as your drink to provide Coke lovers with hundreds of fun scenarios to enjoy the summer with their friends.

The activations also extended online to further facilitate connections through two interactive mobile games, including a WeChat-embedded game, which allows participants to shuffle their phones and generate a social poster with summer activity ideas. They can also tag their friends to meet up offline and share a Coke together. Another interactive mobile game is the ‘Metaverse Music Festival’, which uses a metaverse-inspired 3D-fication of avatars, 3D gameplay experience and a chained ‘share-challenge’ mechanism. 

When entering the game, users are invited to customise their avatar and choose one of four scenarios to music-battle their friends. Played just by finger tapping, each gameplay is rewarded with special lucky draw coupons, with the added excitement of out-dancing friends over the summer. As players invite their peers to join the challenge through social sharing, their avatars will all appear on stage at the same time – a way to foster connection even in the virtual world. 

Elsa Gu, Coca-Cola’s Senior Creative Manager for Greater China and Mongolia, said, “Coca-Cola has always been a beacon for connection, and this year more than ever, we wanted to bring the real magic of summer to life by inviting consumers to unlock fun activities and celebrate moments of shared happiness with friends around their favourite drink through a range of offline and online story doing experiences, as well as interactive meetups in the metaverse.”

Meanwhile, Ole Luk, Coca-Cola category lead of OpenX in China, commented, “We are uniquely placed to help clients create impact in the current macroeconomic landscape through the cross-capability OpenX team setup. This campaign is a fantastic example of the power of borderless creativity in producing work that generates stronger bonds between the brand and its target audience.”

Coca-Cola said that the entire campaign was amplified on social, as Ogilvy produced short humour-filled videos that went viral on Weibo and Douyin, generating over 140 million impressions.