Myanmar’s annual lighting festival, Thadingyut, is a time to celebrate family and pay homage to elders. Coca-Cola, which has long championed the togetherness the festival embodies, this year launched a TV commercial with the tagline “Coca-Cola brings people closer together at Thadingyut.”
Akira Nopakunkajorn, Coca-Cola Myanmar’s regional marketing manager, says, “As we aim to be part of the local cultural fabric of Myanmar, we enjoy finding ways to make Thadingyut moments more special with Coca-Cola.”
Coca-Cola Myanmar encouraged fans to join the festivities by creating memories and lighting designs of their own. Repurposing bottles and cans, Coca-Cola lovers crafted homemade lanterns, submitting their illuminated selfies to Coca-Cola Myanmar’s Facebook page.
Nopakunkajorn believes that the lantern campaign brought people together, “inspiring a number of creative and artistic designs,” with one top entrant collectively creating his masterpiece with his entire community.
Even in photos the lanterns lit up brightly, with the user-generated images receiving thousands of positive reactions on social media, uniting a virtual community in celebration of Thadingyut.
“People coming together to share special moments is an important part of Thadingyut, and we’re happy that Coca-Cola played a role in bringing people closer together," Nopakunkajorn says.
More on Journey
- Thank You, Mum: 'Tough Times Don’t Last for Tough People'
- Getting to the Corps: Young (and Sometimes Unlikely) Conservationists Reflect on Their Time in L.A.’s Backyard Forest
- Opinion: Why Artificial Intelligence is a Smart Choice for Retailers in the Digital Age
- Coca-Cola Through a Soldier’s Eyes
- Muhtar Kent Reflects on His Coca-Cola Journey and Legacy as Company’s 15th Chief Executive