Coca-Cola: 52-week non-TV engagement to build ‘Coca-Cola With Food’ habit

Coca-Cola, a soft drink brand, launched a year-long campaign in Vietnam to position Coca-Cola as the ideal accompaniment to a meal.

Campaign details

Brand: Coca-Cola Agency: Circus Digital Region: APAC

Strategy

Objective

"Meal occasion" is Coca-Cola's one of most important business occasion. Therefore the Coke Food campaign is critical to build its "Goes well with food" attribute, recruiting more frequent consumers and accelerating volume growth.

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