Coca-Cola China has unveiled a new label design on its packaging in China to appeal to Chinese youth by speaking their language. The campaign, created by McCann Worldgroup Shanghai, launched as part of Coca-Cola’s summer campaign.
The new packaging is called “code bottle”, is decorated with different emoticons and phrases that appeal to the younger demographic in China.
It also debuts with two films, the first, “Friend Hunt”, stars Chinese influencer Lu Han, who has more than 32 million followers.
“Our challenge was to go beyond the traditional passion points like music and film, which we have done before,” said Shelly Lin, marketing director of Coca-Cola China. “The brand therefore nailed these language codes as the authentic connection point to enhance communication.
