Adorable snowmen, woolly hats and scarves, and a heart-warming story of togetherness… this ad from China could be a typical Western Christmas-themed ad. But the fireworks might give you a clue that this Coca-Cola commercial is something a little different. And if you’re Chinese, you’ll know exactly what. The Year of the Rooster is upon us, and this Coke ad is a terrific example of how to mix universal emotion and specific cultural cues to brilliant effect.
Great celebrations demand great advertising, and the Chinese New Year is no exception. With billions of people celebrating, the event deserves more than the standard social media greetings most brands confine themselves to. It’s an ideal time for a big brand to invest in a big, emotional campaign which can build Fame, Feeling and Fluency. This is the opportunity Coca-Cola wants to take. Continue reading