News

Coke (like Pepsi) pledges to bring happiness home for Chinese New Year

Coke: Bringing happiness home

Coke: Bringing happiness home

The day after Pepsi announced it will ‘Bring happiness home’ this Chinese New Year, fizzy drink rival Coca-Cola has launched its own Lunar New Year campaign to claim the same thing.

Coke’s campaign centres around a four-minute documentary-style film in which Coke reunites children living the countryside with their urban-dwelling parents for Chinese New Year.

Pepsi’s Lunar New Year campaign, announced yesterday evening, also had a charitable element, with a program to support mothers.

Coke’s film, which the company is distributing in taxi media and online, is based on the insight that 61 million children in China live in the countryside without their parents.

Richard Cotton, director of creative excellence for Coca-Cola China, said in a press release: “Through this beautifully crafted film, we hope that Coke’s optimism and positivity will inspire more people during CNY to reconnect with the people that matter most, their families. This is what real happiness is all about.”

Jesse Lin, CEO for McCann Worldgroup Greater China, the agency behind the campaign, added: “We’re very proud to work with Coca-Cola on such an important and meaningful initiative. This documentary is the first step to find more ways for our client to bring real happiness to communities across China.”

Coca-Cola launched the ‘Open happiness’ platform in 2009. Pepsi developed the ‘Bring happiness home’ concept for Chinese New Year in 2011.

Credits:

  • Project title:  Care about Left-behind Children – Coca-Cola’s CNY public service documentary
  • Client: The Coca-Cola Company
  • Creative agency: McCann Shanghai
  • Chief Creative Officer: Tomaz Mok
  • Creative Director: Manco Wei, Jeremy Guo, Sun Tao
  • Art Director: Jeremy Guo
  • Copywriter: Manco Wei
  • Agency Producer: Cheng Cheng
  • Media agency: Isobar
  • Production house:  MeiJia Sunshine production house
  • Exposure: Taxi, social, online
ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing