Coca-Cola Summer, China
The best way to think about the shopper is to do so from the shelf to self as it is the closest to retail and at the core of the brand experience for most FMCG and CPG products. In a Coke Summer that leads into the “Share a Coke” packaging promotion, it was a question of how to connect Chinese youth in ways and where they were spending their time. This meant on their mobile devices and on Chinese social media. Using examples of similar activations in Hong Kong, instant gifting became a part of the program with “random acts of Coke-ness“ on WeChat. POS and in-store brought it all together at the cooler case.
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