Coca-Cola is reinvigorating the customary rituals of Chinese New Year through the theme of "Sticking Together" in a customized "Taste the Feeling" campaign. The message: the simple pleasure of drinking a Coca-Cola makes the moment more special as you celebrate togetherness with loved ones.
The campaign brings back the much-loved Clay Dolls, traditional characters that have become synonymous with Coke and Chinese New Year. A lonely snowman joins the cast this year. In a modern fairy tale, the Clay Dolls build a family for the snowman, creating a special moment of family bonding.
The Clay Dolls are featured on TV, packaging, in-store, outdoor, cinema and digital ads. The campaign launched across China at the end of December.