The New Year’s marketing campaign encompasses a household of rabbits spanning a number of generations, every with a novel persona. The grandmother is the culinary one of many household, the grandfather is about tradition, the daddy is athletic, the mom is the modern rabbit of the household, the granddaughter loves music, and the grandson is into the metaverse. Special packaging that includes every rabbit can also be a part of the marketing campaign, portrayed in all that vacant center area courtesy of final yr’s Coca-Cola model refresh.
Additionally, every Lunar New Year version has a QR code that prompts an AR expertise the place the marketing campaign’s rabbit household interacts with the consumer to assist take enjoyable household portraits and create shareable digital greeting playing cards.
“We are extremely happy with this Year of the Rabbit marketing campaign with Coca-Cola, which as soon as once more pushed new artistic boundaries on the intersection of tradition, modern expertise, and storytelling,” said Wei Fei, group govt artistic director at Ogilvy Shanghai. “It is an invite to return collectively by means of extremely partaking cellular experiences and recognize the particular moments that make the Lunar New Year so magical.”
Images courtesy of Coca-Cola.