31 Jul '15, 4pm

Coke Puts Emoticons on Bottles and Cans in Southeast Asia

Coke Puts Emoticons on Bottles and Cans in Southeast Asia

Since Coca-Cola debuted its "Share a Coke" campaign to personalize labels in Australia in 2011, it's put common first names on bottles in a lot of markets. It even placed the names in braille in Latin America . The brand also has been trying out various playful twists on the campaign in Asia: it's putting emoticons on cans and bottles in Southeast Asia so people can share their feelings with friends. The campaign started in Vietnam. Bloggers and celebrities were recruited to popularize Coke's new emoticons; partnerships with Facebook and a local messaging platform, Zalo, reinforced them. The campaign, called "Share a Feeling," will roll out in other Southeast Asia markets over the next year. "Emoticons have become a perfect sharing platform, sharing of human feelings," said Pratik Thakar, Coke's head of creative content and design excellence for ASEAN (Association of South...

Full article: http://creativity-online.com/work/cocacola-singapore-shar...

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