The new packaging, dubbed code bottle, is decorated with different emoticons and phrases that the younger segment in China create and use on a daily basis
Coca-Cola China has launched a new label design on its packaging to feature the young segment’s own language codes as the cola company attempts to appeal the younger segment in the country, advertising + marketing Malaysia reports.
Coca-Cola China in collaboration with McCann Worldgroup Shanghai has launched this campaign as part of its summer campaign. The new packaging, dubbed “code bottle”, is decorated with different emoticons and phrases that the younger segment in China create and use on a daily basis.
It also debuts with two films that will run on both TV and digital platforms. The stories focus on friendship and romance, two themes which appeal to Chinese youth. The first spot, Friend Hunt, stars Chinese influencer Lu Han, and follows his journey of using code bottles to connect with friends.
The brand will also be introducing limited edition Lu Han bottles with special codes and packaging, to grab attention from his 32 million followers.
A second film will be launched in mid-July to feature a young couple’s relationship journey, from the first time they met, to their first date, first kiss, first fight and first break-up, and ultimately how they reconcile over a bottle of Coke.
The code label designs will be launched nationally and activities such as product placement and TV show sponsorships will also be introduced the same time to enhance campaign influence and facilitate social conversations.