Coke aligns with hotpot culture

Hong Kong - Coca-Cola has rolled out a campaign aligning its brand with the hugely popular pastime, adding that the soft drink complements the hotpot experience on a functional and emotional level.

Local Twins star Charlene Choi was tapped as the brand ambassador for the campaign, developed by McCann Worldgroup, for her cheerful image.

The campaign also aims to associate the 'hot' sensory pleasure of hotpot that goes even better with ice cold Coca-Cola.

The spokesperson added that the creative rationale behind the ads is that "Coke enriches hotpotting with great refreshes".

The campaign kicked off this week and will run for around three months on TV, radio and print.

Coca-cola will also leverage on an outdoor billboard located near a building filled with hotpot restaurants in Mongkok as well as ads on the tissues and table mats in hotpot restaurants to serve as a reminder to the audience.

Other formats include ads on shelf vision located at hotpot food shelves at supermarkets to act as a call to action including restaurants point of purchase to remind the target audience to order Coke when eating hotpot.

McCann WorldGroup developed creative for this campaign while Universal McCann handled media buying and planning duties.