Ogilvy uses Coke to ease family tensions in Malaysia and Singapore Chinese NY campaign

Coca-Cola is rolling out a Chinese New Year campaign across Singapore and Malaysia with Coke pitched as the saviour to awkward family conversations.

Ogilvy Malaysia and Lion and Lion Singapore and Malaysia are behind the creative and social media work which sees a number of spots based around family meals to celebrate new year.

In the ads, family members are asked uncomfortable questions by an inquisitive aunt, with the tension only lifted when she is poured a glass of Coke.

The first stage of the campaign, which has just launched and will run until mid February, is using 50 influencers across Malaysia and Singapore to build up the tension of uneasy family moments.

A spokesman for Coca-Cola marketing told Mumbrella the campaign follows insights which showed celebrating Chinese New Year with family can lead to uncomfortable situations as lives are probed by relatives they rarely see.

“While everyone looks forward to enjoying Chinese new year meals with their loved ones, many a time the whole experience may be made awkward by questions that come up between relatives like ‘when are you getting married?’, ‘when are you having your first kid’? or even ‘when are you going to find a job?’,” he said. “This is a universal insight that all Chinese face during this festive season.”

The spokesman said Coke, combined with food delicacies which people enjoy at new year, is positioned to “uplift these meal moments beyond the awkward conversations”.

The message is being further amplified on social platforms using the hashtags #IrresistableDelights #CNYLocalFavouriteswithCoke.


Creative agency – Ogilvy Malaysia

Social agency – Lion and Lion (Singapore and Malaysia)

Media agency – Mediacom (Singapore and Malaysia)



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