Coke CNY The Happiest New Year
Chinese New Year is centuries old and people kept to the tradition of wishing each other "Gong Xi Fa Cai", which has a shallow meaning of "Wishing you wealth". But money alone doesn't equal real happiness, especially for Malaysians, who had an unfortunate year before. As a true champion of happiness, Coca-Cola needed to spread real happiness for a fresh start to a new year. First, we dug deep into research and social listening for insights on what makes people happy. Then we translated our findings into meaningful greetings. Two weeks before Chinese New Year, we seeded our new greetings into pop culture and replaced all the "Gong Xi Fa Cais" with our new greetings. With major TV channels as our partners, our new greetings were made popular by celebrities, KOLs and the annual music video watched by millions.