Coca-Cola has launched its Chinese New Year campaign in collaboration with WPP Open X, led by Ogilvy Shanghai and supported by WPP Media, Hogarth and VML Commerce.
Timed to the Year of the Horse, the campaign, titled 'Spark Every Moment and Let Us Come Together This Chinese New Year', aims to encourage younger audiences to create joyful, inclusive festive moments that bring different generations together.
Family reunions remain central to Chinese New Year celebrations, but the way they are experienced is changing. While traditions such as watching the Spring Festival Gala and preparing festive food continue to anchor the holiday, younger generations are increasingly about digital interactions and contemporary twists.
Coca-Cola’s campaign is built on the insight that Gen Z remains closely connected to tradition, but looks for new ways to strengthen familial bonds. The brand positions this cohort as 'New Year Ambassadors', and encourages them to introduce playful ideas that refresh familiar customs while preserving their emotional warmth.
Coca-Cola has partnered with master fireworks artisans recognised as part of China’s Intangible Cultural Heritage to stage an immersive Year of the Horse fireworks show in Chongqing on January 17. The event featured a festive theme of modern interpretations of traditional activities, including a Year of the Horse embroidery-themed photo booth, reimagined spring couplets and anime-inspired New Year treats.
As night fell, drones and fireworks lit up the city skyline in a choreographed display, showcasing creative New Year ideas submitted by GenZ across China.
The campaign also includes a social rollout led by teaser videos featuring actor Xiao Shenyang and his daughter Shen Jiarun. Using the hashtag #OpenAFreshNewYearWithACoke, Coca-Cola is encouraging Gen Z creators to share their own ways of celebrating Chinese New Year, while inviting older family members to join in.
Throughout the holiday, the brand will extend the campaign with an interactive 'scan-the-can' AI embroidery family portrait experience, themed digital stickers, social content and a range of seasonal merchandise.
