Celebrating Southeast Asia and their holidays with Coca-Cola
Project Details
Full Campaign for various Coca-Cola branches in ASEAN. Branding, Packaging, and Out-of-Home Ads.
Overview
As a way of establishing the brand as the number one choice for holiday gatherings, Coke aims to get visual ownership of iconic characters or objects in ASEAN’s biggest holidays (e.g. Santa Claus as the symbol of Christmas and Coke in the US) as a way of owning the realm of auspiciousness, happiness, and togetherness.
Brief
To bring to life iconic symbols of each country's main holiday while adhering to company-wide themes of sharing joy, auspiciousness.
Vietnam
Tết Nguyên Đán (or simply Tết)
The Vietnamese lunar new year, more locally known as Tét, is considered the biggest holiday in Vietnam. It is a time when people go back to their hometowns to celebrate and reunite with their families by welcoming the new year with food, laughter and memories.
This holiday is mainly symbolised by swallows as belief that their image serves as a welcome to auspiciousness into homes.
Partnered with prosperous wishes and other icons of prosperity (regional flowers, tangerines, sticky rice cakes), the cans serve both as a refreshment and a greeting to each family member.
Tet 2020: The First Iteration
With more emphasis on the symbols rather than the swallows, we alongside Coca-Cola produced very colourful patterned bottles within the festive cans.
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Tet 2021: Giving importance to the Swallow
As a measure to provide consistency across ASEAN markets, each country was to emphasise one icon within the bottle. The next iteration focuses on the swallows with the Tet elements as embellishments.
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Tet 2022: Establishing ownership to the Swallow as Coca-Cola's icon of Tet
For the year 2022, the swallows have become the hero of each can, establishing itself as the main icon that symbolises and integrates both Tet and Coca-Cola in the Vietnam market.
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Singapore and Malaysia
Chinese New Year
Considered one of the biggest holidays in both Singapore and Malaysia, Chinese New Year (Abbrev. CNY) is a time where families visit each other across hometowns, sharing auspiciousness and welcoming the blessings of the new year with food, money, and well wishes.
CNY 2020: Icons of auspiciousness
The new year follows the Chinese calendar, which is marked by a zodiac of animals. However, instead of using the main zodiac animal of the year (as it will confuse Coke's objective to have ownership over 1 icon of the said holiday), we have decided to use multiple icons of the holiday. This symbolises the giving nature of Coke, sharing the wealth, prosperity and auspiciousness through the cans.
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CNY 2021: A Family Clothed in Auspiciousness
The cans represent different family members clothed in Qipaos - traditional chinese clothing. The threads create the illusion of the dresses wrapping the bottle, designed with patterns made of different icons of auspiciousness.
Cambodia
Khmer New Year
The Vietnamese lunar new year, more locally known as Tét, is considered the biggest holiday in Vietnam. It is a time when people go back to their hometowns to celebrate and reunite with their families by welcoming the new year with food, laughter and memories.
Jasmines are the staple flowers in the Khmer community, especially evident during holidays such as Khmer New Year. Cambodians use the jasmine flower to embellish homes, create necklaces to welcome the members of the family, and symbolise wealth and prosperity in the welcoming of the new year.
Partnered with prosperous wishes and other icons of the holiday (Breaking clay pots for community games, Lanterns for light, Num Ansom cakes for sharing), the cans serve both as a refreshment and a greeting to each family member.
KNY 2020: The First Iteration
With more emphasis on the symbols rather than the swallows, we alongside Coca-Cola produced very colourful patterned bottles within the festive cans.
KNY 2021: Giving importance to the Jasmine
As a measure to provide consistency across ASEAN markets, each country was to emphasise one icon within the bottle. The next iteration focuses on the swallows with the Tet elements as embellishments.
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Philippines
"Pasko" (Christmas)
Considering the majority of the population are Catholic, Christmas is the biggest holiday in the Philippines. It is a time where people go back home (from overseas, Manila, wherever they are) to celebrate the birth of Jesus Christ. At the eve of every Christmas, the family goes to church, prepare the biggest feast, and welcome the holiday at midnight with presents to give to each loved one.
For centuries, Parols are found in every catholic Filipino home, symbolising the biblical star that led the 3 kings to Jesus in a manger in Bethlehem. In modern day, as such, Parols, made of plastic cellophane, japanese paper, or capiz (shells), lead people back home after a tiring day, gathering the family for a hearty dinner together, a respite from the busy world outside.
Pasko 2021: 'Ibahagi ang saya ngayong pasko'
(Share the happiness this Christmas)
With sharing Coke with each other during the season, we share the happiness that Christmas brings to everyone.
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