Please sign in or register
Existing users sign in here
Having trouble signing in?
Contact Customer Support at
[email protected]
or call+852 3175 1913
May 12, 2016
Watch: Coke on the breadth and limitations of marketing 'happiness'
Campaign Asia-Pacific talks to Coca-Cola's Shakir Moin (China VP and CMO) and Rodolfo Echeverria (VP of global creative, connections and digital) about the trigger for the brand's major strategic shift: millennials do not view 'happiness' as a lofty or idealistic concept anymore.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Most Read
.jpg&h=334&w=500&q=100&v=20250320&c=1)
+(1).jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpeg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
Related Articles
.jpg&h=268&w=401&q=100&v=20250320&c=1)
Jul 5, 2024
Coca-Cola focuses on hugs in Olympics ad
Dec 23, 2019
Have a Coke, and a million tiny emoji smiles
Just Published
5 hours ago
Women to Watch 2024: Sheena Liu, TVBS Media Inc
Liu is a rare leader that sees the value of both innovation and inclusivity, an attribute she has successfully utilised at TVBS.
5 hours ago
When brands become the villain: Lessons from Coffee ...
The Nestlé product’s team was as surprised as anyone at the HBO show’s season finale. Here’s how brands and their agency partners avoid shocking plot twists involving their products.
12 hours ago
Interpublic reports $94 million loss for Q1 2025
The loss was fuelled by $203 million in costs for 'strategic restructuring actions'.
12 hours ago
Australia and India lead the Grand Prix tally at ...
Spikes Asia 2025 concluded tonight in Singapore with Ogilvy named Network of the Year, Colenso BBDO Auckland and EssenceMediacom taking home top honours, and Kazakhstan joining the winners’ circle for the first time.