The ‘One year out’ drive, developed by Coca-Cola’s Red Lounge marketing unit, is built around shuang, roughly translating as physical, emotional and spiritual refreshment.
More than 50 different ads are running in 2008 bus shelters in Beijing — touted as the “biggest outdoor advertising presence ever seen in China” and accounting for almost one-third of the available bus shelters in the capital. “Each ad defines what comes with every Coca-Cola brand experience,” said Red Lounge chief creative officer Bere Mitchell. “It is a celebration of all things Chinese: our folklore, heroes and future.”
The brand’s endorsers, including Yao Ming and Liu Xiang, are featured, and consumers can create t-shirts, screensavers and postcards at icoke.com.cn.
The brand also staged a launch event at midnight on 7 August to mark the start of the countdown, developed by Betterway China.
