 EMERGING MARKET HONOR: First Coke of the Year
The Lunar New Year is not only China’s most important festival, but is a time when brands capitalize on consumers’ generous spending for family celebrations. The “First Coke of the Year” campaign created a modern ritual of sharing a Coca Cola with someone special to pass on hope for the year ahead. Chinese youth were able to dedicate their “First Coke of the Year” wishes via iCoke.cn, while large “wishing boards” were placed in busy areas for people to post messages. The levels of participation were extraordinary—even by Chinese standards.
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