Viral Now: Coke's 'cans' of love

By Sohini Sen , afaqs!, Mumbai | In Digital | August 18, 2015
The latest campaign from Coca-Cola Vietnam encourages consumers to share their true feelings with loved ones.

Trust Coca-Cola to always make you reach for the tissue. In its latest campaign, this time from Vietnam, the cola giant urges people to open happiness by reaching out to those they love.

The latest campaign from Coca-Cola Vietnam

The video starts off with the insight that though Vietnamese people are seen as friendly, they seldom show their true feelings to the ones they love. Coca-Cola decides to play cupid and asks them to express themselves to the ones they love. The video shows a teenage boy confessing his love to a girl, a father telling his daughter how much he loves her, and a young female expressing her love to her mother for being supportive of her decisions. While Coke gives each of them a can with a special, individual message, the senders stand close-by and appear at the end to share their feelings. It finally ends with the brand asking viewers to share their feelings, by sharing a can of Coke.

The video follows the typical Coca-Cola style of digital films, just like the 'Wish Upon a Coke' and 'Take Home Happiness' campaigns. The brand has also used various languages to connect to its consumers in the past, like 'The Happiest Thank You' and the one celebrating International Mother Language Day. Around the same time last year, Coca-Cola Vietnam even distributed special caps that could turn empty Coke bottles into paint brushes, sharpeners, lamps etc.

The current video was uploaded on August 13, 2015, and has since then received over 2.5 million views.

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