Coke launches goodwill campaign

Hong Kong - Coca-Cola has launched its "WE8" campaign, which brings together eight global artists and musicians to express happiness and cultural exchange between the East and the West, in the post-Olympics period.

Just four of the eight bottles of the Coca-Cola set will go on sale in Hong Kong in late August after the complete sets of limited-edition bottles were sold out at the Beijing Olympic Games.

Coca-Cola said promotional campaigns will launch at Circle K, Wellcome, ParknShop and Vanguard.

The graphic images designed by eight Chinese visual artists are themed as "Happiness," "Peace on Earth," "Uplifting Moments," "Human Collaboration," "Individual Perseverance," "Global Harmony," "Active Optimism" and "Healthy World," and are expressed on eight aluminum contour bottles.

Each theme and designed bottle is accompanied with a music track composed by eight Western musicians including Tiesto, Lucas Prata and Jay-J.

All content is viewable on the campaign's website, with music, ring-tones, and graphic images available for free to download and can be played on all digital audio devices.

"It [WE8] amplifies the meaning of the 'Coke Side of Life' and provides another cultural dimension to our long-standing support of the Olympic Games, through the global exchange of ideas and experiences," Karen So, GM of Coca-Cola China, said.