Coca-Cola Coke: Coca-Cola Faces of the City

Coca-Cola, the soft drinks brand, increased market share and brand love in China by launching an Augmented Reality (AR) experience on Baidu that connected young people through games and live maps.

Campaign Objectives & Challenges

China, while seemingly homogenous from the outside, contains more than 240 cities that the Chinese youth call home. Each with a rich, diverse culture and backstory.

In a nation full of fragmented attention-spans, Coca-Cola - a brand that stands for 'togetherness' - had to find a way to remain relevant.

On a business level, the Chinese beverage market was undergoing fast innovation and premiumization. In the previous year (2017), new product launches, in the form of fancy packaging and flavor variants, increased by 15% (Source 1). These new products were eating into Coca-Cola's share of attention...

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