Coke Asia campaign attempts to kickstart global dance craze for Gen Z

The Coca-Cola Company is aiming to get youths across the world dancing to a Coke-infused ‘jig’ through a global campaign led from Singapore.

The drinks giant has launched energetic online campaign which aims to showcase a Coke as the antidote to Generation Z’s post-lunch slump.

The campaign, which was created by FCB Cape Town, has been launched across South East East, Russia and several markets in Africa.

The commercial opens with a group of friends sitting in an Asian cafeteria, who are all drinking Coca-Colas except for one young man who is battling the mid-afternoon slump.

When one of them pop the lid off a bottle of Coca-Cola under his nose, the young man wakes, takes a sip and immediately springs to his feet to do a little ‘jig’.

This is captured and shared, and the meme speeds off around the globe, capturing the imagination of everyone who sees it before – within seconds – coming full circle to the phone of the guy who just ‘jigged’.

“In a nutshell, The Coca-Cola Company wanted a new campaign for Coca-Cola to position it as the antidote to the lurgy or lassitude that typically affects people in the afternoon,” said Pratik Thakar, Coca-Cola South East Asia’s head of creative content.

“It had to show that – from the pop of the cap or tab on opening, to the hiss as the gas escapes, to the clink and crack of the ice – the unique and delicious taste of Coca-Cola has the ability to ‘fizz up’ even the most lethargic.”

He added: “Importantly, the campaign needed to be relevant to Coca-Cola’s core target audience: Teens, that head-down generation which is always on the smart phone, always connected and always looking for the next thing to share via myriad social networks.

“As a result, the launch commercial takes inspiration from the speed with which anything visual and entertaining can go viral. One second, you’re torpid and dull. The next you’re sipping a Coca-Cola, on your feet and animated. The next the meme your friend shared has close to one and a half million shares. That’s the power of the Coca-Cola antidote.”

  The campaign was shot in Cape Town.

“This was an awesome vote of confidence in FCB Africa’s creative and strategic capabilities,” said FCB group CEO and chief creative officer, Brett Morris. “Kudos to the Johannesburg agency for being so spot on with the strategy, and much respect to FCB Cape Town, which did an outstanding job on the creative side.”


Client: The Coca-Cola Company, South East Asia BU
Brand: Coca-Cola
Client: Pratik Thakar, Head of Creative Content & Design Excellence,

Creative agency: FCB Africa
Account Director: Struan De Bellelay-Bourquin
Chief Creative Officer: Mike Barnwell
Copywriter: Andre de Wet
Art Director: Riaan van Wyk
Strategic Planner: Kabelo Lehlongwane
TV production: Lauren Trevelyan
Production House: Velocity Film
Director: Adrian De Sa Garces
Editor: Xander van Der
Post production: Black Ginger and Priest



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