Campaign details
Brand: Coca-ColaBrand owner: Coca-Cola MyanmarLead agency: Today Ogilvy & MatherCountry: MyanmarIndustries: Carbonated soft drinksMedia channels: Events & experiential, Online display, Packaging & design, Point-of-purchase, in-store, Radio, Social media, Sponsorship - media, TelevisionBudget: Up to 500k
Executive summary
International brands returned to Myanmar after sanctions were lifted in 2013, but it was difficult for them to be universally accepted. By the time Coca-Cola returned, local brands had already cemented their relationships with consumers, making Coca-Cola the "David" to local brands' "Goliath".
Coca-Cola needed to genuinely demonstrate its...