Ad Nut
Jan 28, 2022

Meet Coca-Cola's Coke-loving cat clan

A pull-out-all-the-stops Year of the Tiger campaign by Ogilvy Shanghai includes a cinema-quality animated film, 3D OOH, mobile games, ecommerce integration and limited-edition packaging.

Meet Coca-Cola's Coke-loving cat clan

At Christmas-time, Coca-Cola has its animated family of polar bears. And now, for the Year of the Tiger, it has an animated family of tigers.

The brand's 'Real Magic Lunar New Year' campaign covers Greater China plus Korea, Singapore, Malaysia, Cambodia, and Thailand.

In typical CNY advertising style, the campaign's 60-second hero TVC shows the family patriarch and a prodigal son resolving tension between them when the son comes home for the holiday. This happens in an interaction engineered by the clever matriarch, who knows the two will chill out if they play together like they did when the son was but a kitten. Sure enough, a friendly but competitive chase after a remarkably unbreakable bottle of Coke brings the two closer together. 

In some markets, Ogilvy says, the film has been adapted to incorporate relevant local cultural elements.

The tiger clan has also been immortalised in limited-edition packaging:

There's also an impressive 3D OOH ad running in multiple cities in China:

And in mainland China, people can play mobile games, in which the gameplay requires coordinated face-making and gestures by multiple people on a single phone. The brand says this will help family members from across the generational divide to create "shared moments of magic that they will cherish for years to come". That may be laying it on a bit thick, but Ad Nut admits it does look like fun.

Access to the games requires scanning a QR code on product packs, and players earn electronic reward points "that will be integrated into the brand’s new consumer CRM platform", the companies report.

The campaign also extends to the ecommerce arena, specifically Tmall, where the brand launched a custom area dedicated to members and upgraded the loyalty programme of the brand’s flagship store. Online and offline interactions—scanning and collecting the auspicious Chinese character 'Fu' using Alipay, participating in online activities hosted on Coca-Cola’s membership corner on Tmall—allow consumers to garner special benefits and offers, according to the companies.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Campaign Asia

Related Articles

Just Published

2 hours ago

40 Under 40 2023: Ruchika Gupta, Beam Suntory

An ambassador of female leadership, Gupta is building a team of thought leaders at Beam Suntory and inspiring them to achieve their highest potential.

2 hours ago

Why does such a lack of transparency still exist in ...

Although many adtech players remain incentivised to keep the ecosystem opaque, new business models and auditing practices are challenging the status quo to demonstrate value for clients.

3 hours ago

Swatch switches media duties to Publicis from ...

Swatch is the second long-term client after Dyson to depart from GroupM to Publicis this year, following news of a bribery scandal in China in 2023.

3 hours ago

The Scott Calorie Absorber Pro converts a kitchen ...

The clever campaign reimagines the humble drying towel as a mighty health supplement in a bid to tackle Malaysia's growing obesity epidemic.