Coca Cola – Khmer New Year
Coca-Cola injects a youthful, exciting twist to an age-old festival and gets Khmer youth all fired-up again.
Challenge
Most young Cambodians are slightly tired of Khmer New Year, with its age-old traditions and rituals. Coca-Cola wanted to inject a feeling of excitement and happiness into the New Year and get youngsters all jazzed up for the celebrations.
Strategy
When you allow youngsters to do old things in new ways, they become more involved and animated. Provide them the opportunity to add an exciting twist (of happiness, in this case) to tradition, and it’s like celebrating New Year for the first time.
Results
Coca-Cola’s Khmer New Year initiative resulted in double-digit growth compared to the same period the previous year.
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