Coca-Cola promotes consumption during in-home celebrations

A spokesperson for McCann Worldgroup Hong Kong explained that besides luring everyone to love Coca-Cola, the brand is emphasising Coke consumption with meals. 

Using long-term brand ambassador Charlene Choi (蔡卓妍), a new TV spot shows ‘happy together’ scenes at home dinner with friends and family, including a family dinner, a grandfather's birthday meal, a BBQ on a balcony and a hotpot meal.

In order to juice up the TVC, McCann's creative team chose an all-time favorite upbeat tune: "Celebration". However, instead of musical instruments, the song is constructed with various sound effects from kitchens and dining tables, including the chopping of food ingredients, the sizzling of a frying pan, ice cubes clinking in glasses, and of course the opening of cans and bottles.

The TVC launched 26 March and will run for one month, with UM being the media broker. The campaign will be extended to supermarket chains with tactical home meal offers, follow by a print campaign that will roll out in the second phrase of the campaign.

Last year, McCann Worldgroup Hong Kong’s Coca-Cola’s ‘Chok! Chok! Chok!’ ad campaign won the 2011 Grand Kam Fan award.

By engaging teens with the Coke brands, the mobile app allowed viewers to swing (an action colloquially known as "chok" by Hong Kong teens) their phones in front of a TV screen to capture tumbling bottle caps from the Coke TVC.