Coke goes for the family feeling

Hong Kong - Coca Cola has launched an initiative aimed at encouraging families to drink the beverage at home with meals.

The "Coke with food" commercial, developed by McCann Erickson, launched on local TV networks and airs until 17 February. The initiative will be supported by a number of marketing initiatives, but the beverage company is yet to reveal its plans.

Karen So, general manager, Hong Kong and Macau for Coca- Cola, said the spot reinforces Coca Cola as an "indispensible companion to all dining occasions" and helps bond family members together.

Universal McCann managing media buying and planning.