Coca-Cola: Faces of the City

Beverage brand Coca-Cola took a radical approach in China to launch a sleek new can that appealed to Chinese youth.

Campaign details

Brand: Coca-ColaBrand owner: The Coca-Cola CompanyLead agency: McCann-Erickson Guangming Ltd ShanghaiCountry: ChinaIndustries: Carbonated soft drinksMedia channels: Mobile & apps, Packaging & design, Virtual & augmented reality, Websites & microsites, Word of mouth, influencersBudget: 5 - 10 million

Executive summary

China – a nation of more than 240 cities, each with a rich, diverse culture and backstory of its own – is home to many millions of young Chinese consumers.

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

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