Coca-Cola: Thadingyut Festival Myanmar

Soft drink brand Coca-Cola used a multimedia campaign to develop a long-term role for the brand by associating it with the Thadingyut festival in Myanmar.

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...

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