「CONTEXT」
Chinese New Year is one of the major celebrations in Malaysia and Singapore, and is the time where households would stock up drinks for visitors at home.
「INSIGHT」
CNY is a season where purchases soar, and players compete with each other for share of basket in the CNY shopper’s grocery list. Our task is to come up with 1 of the tin designs, and the KV to communicate this year’s limited edition tin design.
「STRATEGY」
CNY is a celebration whereby people would give well-wishes of blessings to each other - wishes of luck, prosperity and health. Example, “gong xi fa cai” is a wishing of wealth. Instead of just saying it, Coca-cola expresses these wishes with a can of coke. Each can would have elements of “Fu” (Happiness), “Lu” (Prosperity), and “Shou” (Longetivity).
