Encourage young people to create joyful moments that unite different generations. That is what Coca-Cola is looking for this year with its campaign for the Chinese New Year, which will begin next February 17 and will mark the entry into the Year of the Horse. The soft drink brand combines technology, new formats and tradition to connect with Asian culture and generation Z.

To achieve this, it has had WPP Open

The strategy addresses the changes in the behaviors of Asian consumers in view of this celebration. The company is aware that family gatherings and some traditions, such as preparing food together or watching the Spring Festival Gala, are still essential. But it also understands that young people are also inclined towards digital experiences and interactions linked to the celebration.

In this sense, the campaign works around the idea that Generation Z is not disconnected from tradition, but rather seeks to strengthen family ties in its own way. Thus, the brand has created an advertisement that encourages young people to take on the role of ambassadors at the holidays and redefine them with new ideas. In the spot, two young people are seen bringing this idea to life through digital formulas during a family gathering.

The campaign includes other series of activations that seek to reinforce Coca-Cola’s message and positioning. Among other things, the company has collaborated with pyrotechnic masters recognized as Intangible Cultural Heritage of China to present an immersive fireworks and drone show, which took place on January 17 and was broadcast live. The projected figures were selected from among the creatives shared by the consumers themselves.

According to Campaign, during the day, other activations were carried out, such as photo booths and photo sessions or anime-inspired candy making workshops. The brand has collaborated with influencers and content creators to share the experience by providing a personal touch.

Likewise, Coca-Cola has launched a limited edition of cans with horse illustrations to commemorate the Chinese New Year. It has also created an interactive digital experience, accessible by scanning beverage cans, and that allows the creation of family portraits with embroidery through artificial intelligence, as well as personalized stickers or videos for social networks.

All of this seeks to reinforce Coca-Cola’s role in human connection and position the brand in local markets as an agent focused on strengthening intergenerational ties. The campaign seeks to turn each can of product into an invitation to connect and create memories.