Coca Cola Brings Milennials Closer Together in Campaign from Ogilvy Bangkok

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The digitally-led campaign will be brought to life through TVC, POS and OOH
Coca Cola Brings Milennials Closer Together in Campaign from Ogilvy Bangkok

In an attempt to connect millennials with their friends and family during meal-times, Ogilvy Bangkok has devised a campaign that consists of a series of awe-inspiring visuals, featuring a multitude of tiny fizzy bubbles inside what appears to be an ordinary icy cold Coca-Cola. By getting closer, consumers can experience the magical moment of discovering that a Coke can be more than just cola, as they see that each and every bubble represents different types of happy facial expressions or ‘emojis’.

The digitally-led campaign will be brought to life through TVC, POS and OOH, with the visuals being tailored to mobile & online channels as well as social media formats. The integrated campaign aims to invite and inspire Thais to grab a Coke and turn their ordinary act of eating food into a meaningful and joyful moment shared with the ones seated at the same table. The campaign will conclude with a food event where on-ground activations will allow people to experience for themselves how Coke can bring them closer. For more information about the event, follow #CokeTH on Facebook.

You can check out the digital spot below:

“Emojis have evolved from being a trend a few years back to becoming part of the everyday life of millennials as a means of expressing their feelings on social media. Sadly, they’ve also influenced the disconnection amongst millennials in the real world. Using the universal language of emojis to symbolize Coca-Cola’s ability to transform every meal into more meaningful and joyful gatherings, the campaign is designed to inspire young adults to truly connect with the ones seated at their table.” said Andrew Chu, Executive Creative Director, Ogilvy Thailand.

You can check out a gallery of images from the campaign below:

Ms.Munthana Lorgrailers, Marketing Director, Coca-Cola (Thailand) Limited added: “The ‘Turn Food into a Meal’ campaign reflects Coca-Cola’s consumer-centric strategy, which puts the consumer at the heart of everything we do and leverages our powerful consumer insights and genuine understanding of the value of Thai culture with food at its center. Food has long been embedded in Thai culture and is an important part of every generation’s life. ‘Coke’ sees beyond eating: we want to play a role in those cherished moments when people share a meal, no matter for how short a time, making it a time of celebration with refreshing ‘Coke’ while savoring the special bonds between those around the table.”

The first visual in the series has received over 200K engagements within 24 hours and sparked over 10K social conversations and memes which celebrated the ingenuity and relevance of the campaign.

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Coca-Cola

IMC Manager: Jesus Ferriera

Marketing Manager Sparkling: Ibrahim khan

Marketing Director: Munthana Lorgrailers

Head of IMC: Karaked Puribhat

IMC Manager: Komkrib Chokchaikatanyu

Media and Digital Manager: Kulaputt Vephula

Marketing Manager: Kitisak Manoratana

Senior Brand Manager: Derin Gokbudak


Production Houses: Illusion CGI Studio, New Holland Creative, Hogarth

Ogilvy Thailand Creative Team

Chief Creative Officer: Nopadol Srikieatikajohn

Executive Creative Director: Andrew Chu

Creative Group Head: Naratip Phueaksri

Art Director: Visarnpong Chateakcharoen

Art Director: Ei Kakiuchi

Art Director: Thanit Nopwattanapong

Copywriter: Nichamon Kittisimanont


Planning Team

Strategy Director: Sasipa Mongolnavin

Senior Associate: Khampassorn Palasoon

Client Service Team

Managing Director: Jiravara Virayavardhana

Business Director: Natdhee Sopondhitipun

Account Associate: Pusuda Manassewee

Agency Producers

Production Manager: Paiboon Suwansangroj

Traffic Manager: Naphachanok Phiansa



Facebook Creative Shop, Thailand

Creative Strategist: Jirat Arinrith

Categories: Soft Drinks, Carbonated Drinks

Ogilvy Asia Pacific, 3 months ago