VIETNAM – For the latest installment of ‘Share A Coke,’ Coca-Cola encourages millennials to ‘Share A Feeling’ using a language they are most familiar with–emoticons but not using their mobile phones, instead, by passing on bottles and cans of Coke printed with different faces of the famous message icons.
“Share a Coke emoticons is, once again, proving our way of doing marketing with the “Consumer at heart”. I believe Coke Emoticons will be a new way for Vietnamese teens to communicate their feelings. This campaign not only brings Coca-Cola closer to our consumer but also benefits our business with promising volume increase,” said Uyen Pham Na, Marketing Director, Coca-Cola Vietnam.
The multi-market integrated campaign started rolling out in Vietnam last July with its TVC drawing over 1.7 million views on Youtube when it started airing three weeks ago.
The project was a collaboration of multiple communications agencies. Droga5 Sydney developed the concept; Isobar Singapore designed the emoticons and packaging labels, created the TVC, OOH, social media video content and digital engagement ideas, leading the creative output. While OgilvyOne and MediaCom helped deploy the project in Vietnam.
“Working on the latest iteration of ‘Share A Coke’ has been a dream scenario for Isobar. By personalizing their product with names and now the ubiquitous language of emoticons, Coke and the agency team has created something that seamlessly blends online and offline behaviors, that travels across borders, that will live and grow in the virtual and in the physical world,” commented Stan Lim, Creative Director, Isobar Singapore.
The campaign will be launching across ASEAN markets over the next 12 months.
