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Asians find it difficult to say ‘I love you’, but Coke cans can do that on our behalf this CNY, says brand ambassador Benjamin Kheng

#CokeCNYsg x Benjamin Kheng

The #KhengOfCoke @benjaminkheng shares his thoughts on #CokeCNYsg, growing up as a jiak kantang and how to effectively use #Coke this #CNY!

Posted by Coca-Cola on Sunday, 31 January 2016

Coca-Cola’s new brand ambassador in Singapore, singer songwriter Benjamin Kheng, has suggested that cans of the soft drink with traditional greetings printed on them will help families overcome the awkwardness of Chinese New Year gatherings.

“Traditional Asian culture sometimes makes it difficult for us to convey heartfelt messages and say things like ‘I love you’ to our relatives. So these Coke cans are fantastic at doing that on our behalf,” said Kheng in a video he tweeted today.

He then gave a tongue-in-cheek demonstration of a Chinese New Year greeting with an aunty made smoother by gifting Coke cans.

Coke bottles with slogans and messages printed on them is an idea that the soft drinks brand launched in Australia in 2011 under the banner ‘Share a Coke’, and it has since rolled out globally.

“As a musician and a creative, I always try to make sure that whatever I put out is a marriage between artistry and being relatable. So I can really appreciate the work that Coca-Cola does as a brand with their creative marketing and their limited edition designs,” Kheng said in the video in which he shares his thoughts on what Chinese New Year means to him.

Kheng, who is using the hashtag #KhengOfCoke, was at the centre of social media fracas a few weeks ago after an image of him wearing eyeliner, used by cosmetics brand Maybelline, was called out for reinforcing gender stereotypes.

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