Coca-Cola celebrates togetherness with new CNY campaign

Coca-Cola has unveiled a new campaign to celebrate the spirit of togetherness and encourage meaningful moments of connection during Chinese New Year.

Through festive packaging, interactive promotions and experiential rewards, Coca-Cola seeks to reinforce its role as an essential part of shared celebrations and joyful gatherings during the festive season, said a spokesperson from The Coca-Cola Company. 

Titled “Making moments count, together this New Year” (此刻　年在一起), The campaign has two phases, the first running from 14 January to 3 February, and the second from 4 February to 27 February, each with a lucky draw, during the Lunar New Year period.

Developed in collaboration with local agency Ernest & Donald Marketing Communications, the campaign takes a multi-layered approach. It includes special-edition packaging inspired by the Year of the Horse, designed to enhance seasonal relevance and drive collectability.

A citywide consumer promotion also invites participation through a guaranteed-win lucky draw. Consumers can scan QR codes found on gold caps and pull tabs for a chance to win prizes.

Experiential elements include the “Coca-Cola Gathering of the Year”, featuring exclusive fireworks viewing and celebrity interactions. The brand is also offering culturally resonant merchandise such as a crystal mahjong set and festive lifestyle items, extending Coca-Cola’s presence into home celebrations.

To foster intergenerational engagement, the campaign also integrates festive game activations at the street level, blending tradition with play to unite different age groups.

Promotional efforts span Coca-Cola HK’s Instagram and social media platforms, with on-pack QR codes linking offline purchases to digital engagement via Coca-Cola’s CRM programme, COKE+.

Retail activation is taking place across supermarkets, convenience stores, and traditional grocery outlets, while support is also extended through eCommerce platforms such as the Swire Coca-Cola eShop and other major online marketplaces.

“Chinese New Year is about togetherness and shared joy across generations. Through this year’s ‘Making moments count, together this New Year’ campaign, we wish to bring people closer by creating more opportunities for connection — whether through sharing a meal, playing games or simply raising a bottle of Coca-Cola together,” Kelvin Au, Coca-Cola brand lead, Hong Kong & Macao.

While in China, a similar campaign has been launched to encourage young people to create joyful, inclusive festive moments that bridge generations and celebrate the spirit of togetherness.

Family reunion remains at the heart of Chinese New Year, but celebrations are evolving across generations. While longstanding family activities such as gathering to watch the Spring Festival Gala and preparing traditional holiday treats remain important, Gen Z is also bringing digital interactions and trendy experiences into those celebrations. Coca-Cola’s insight is clear: Gen Z is not disconnected from tradition — they want to strengthen family bonds in their own unique way.

Building on this insight, Coca-Cola is inviting Gen Z to take on the role of “New Year ambassadors.” The campaign encourages them to bring fresh, playful ideas into festive moments in ways that still resonate with older generations.

The campaign’s social rollout features a series of teaser videos from the popular father-daughter duo Xiao Shenyang and Shen Jiarun. Using the hashtag #OpenAFreshNewYearWithACoke, Coca-Cola is inviting young people and Gen Z influencers to share their own “new ways to celebrate Chinese New Year” and encourage elders to join in.

Throughout the holiday period, Coca-Cola will continue to extend the festive spirit with interactive “scan-the-can” AI embroidery family portrait experience, New Year-themed digital stickers, social videos, and a lineup of seasonal merchandise that brings playful, modern touches to traditional moments.

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