A day after Pepsi revealed its CNY work, Coca-Cola has unveiled a sentimental documentary narrating three family reunion stories to dedicate to its longstanding brand message of bringing people together.
Created by McCann Shanghai, the four-minute spot builds on the insight that more than 61 million children in rural China work and live separately from their parents. By reuniting the migrant workers with their families, Coca-Cola is trying to reinforce its brand vision about connecting people while the Luna New Year is around the corner.
Targeting the China market, the spot will be shared on social media and shown on taxi screens in China starting Friday. It will also sync with a TV commercial themed around “being together” that will be broadcasted across China during Luna New Year.
In the same vein, its main rival PepsiCo hosts a similar communication platform “Bring Happiness Home” which comprises of celebrity-ridden mini-movies, theme songs and charity programmes.