The creative executions were based on the practice of keeping an octagonal tray of eight different types of sweets in one's home. Each sweet represents a different good fortune. Tapping into this tradition, Coca-Cola replaced each slot on the candy tray with one of its own beverages, such as Coke Light, Minute Maid, Sprite and Heaven & Earth. Each drink represents a blessing such as peace, prosperity and reunion.
"Chinese New Year is one of the most exciting festive occasions celebrated in Singapore, and we are taking an ensemble approach, building one core idea to drive our strong portfolio," said June Kong, communications manager, Coca-Cola Singapore.
This was developed into an animated TV campaign - featuring two clay doll icons from past CNY campaigns - along with outdoor and point-of-sale executions.
"The Chinese believe in 'Eight treasures' and the idea is adapted around eight of Coca-Cola's treasured brands," said Kong.
