Coke’s new code to get more China’s young people to share

Five years and still going strong in its sixth year. That is Coca Cola Co’s hugely successful Share a Coke campaign in China aimed at engaging with its target audience – young people.

The measure of the campaign’s success came when Coke climbed to No 2 on the popularity stakes in the sparkling soft drink category behind Sprite in the Chinese market. Over the years, Coke used various themes to get closer to the Millennials in China. This year, the theme is the Code bottle. The packaging is an attempt to appeal to the Chinese youth by adopting codes and symbols that they adopt in daily life to communicate.

Working with advertising agency McCann Worldgroup, Coca-Cola China has created a suite of 35 different code bottle labels, which are a mixture of emoticons, numbers, characters and graphics. The labels include the code 521 which Chinese youth use to say, ‘I love you’ and ‘88’ which means good luck.

In China, Coke competes with around 1,000 beverage brands in the summer.

Source : http://www.thedrum.com/news/2017/06/28/how-coca-cola-targeting-chinas-355-million-teens-share-coke