Coca-Cola.
“Eason Chen”
Launching a new beverage is never easy.
Especially in a new market.
Yoghurt drinks have a massive segment of the soft drink/soda market in China. It made total sense for Coca Cola to enter the local Chinese market with a pulpy yoghurt drink that already had an audience from the taste side… but not coming from overseas brands.
Emerging with Eason Chen, Cantonese top star, co-signing the drink (The drinks name translates roughly to “Milky, Super Pulpy” … theres not a direct translation) was a great way to put their name on the map in an authentic and legitimate fashion.
After establishing the stories we were going to tell for each flavor- Eason with his backup dancers, or jamming with his band, only to take a thirst break, and creating a wonderland around himself using only the product.
Shot in Hong Kong, as due to celebrity talent we needed to be able to shoot near Eason’s location, we built sets that felt like downtown Soho lofts, and sourced international talent to work with him.
Agency: BBH Shanghai
Client: Coca-Cola
Production Company: Stink Shanghai
