Coca-Cola embraces cultural unity with Lunar New Year campaign

Coca-Cola's limited edition Tet packaging features zodiac signs for the first time

In addition, for the first time, Coca-Cola brings the Golden Dragon symbol inspired by the Dragon of the Ly Dynasty on its product packaging, along with the iconic Golden Swallows of the brand during the past years. Coca-Cola continues its journey, bringing a meaningful Lunar New Year to millions of Vietnamese families and conveys the spirit of optimism to consumers on the threshold of the upcoming Lunar New Year.

30 years accompanying Vietnamese families and culture

"2024 marks a significant milestone for Coca-Cola, as it has been 30 years since the company began accompanying and witnessing the bonding moments of millions of Vietnamese families at every meal and get-together occasion," said Leonardo Garcia, general director of Coca-Cola Vietnam and Cambodia.

"We understand the value of family bonding, especially during the traditional Tet holiday. This Tet, we hope to continue spreading and honouring the values of familiarity, simultaneously implying the wishes for a fulfilled, sufficient new year to every family and individual,” Garcia added.

In celebration of Lunar New Year, Coca-Cola collaborated with graphic designer Ton Bui to launch its new product packaging featuring the Golden Dragon alongside the iconic Golden Swallow. The design was inspired by the dragon imagery of the Ly Dynasty, meant to signify prosperity, optimism, and hope for a blessed New Year.

For the first time, Coca-Cola has launched 100 different versions of Lunar New Year cans, each with a special wish, in an attempt to convey a message of a beautiful, cohesive, and complete New Year. These special products can be purchased at any retailer or e-commerce platform.

In their latest campaign, Coca-Cola has rolled out a new physical-digital engagement activity, inviting consumers to connect and celebrate online.

For each new greeting generated, Coca-Cola will contribute VND15,000 (approximately 6.3 US cents) to the Vietnam Red Cross Tet Fund, which organises a zero-VND market initiative aimed at supporting Lunar New Year meals for the underprivileged.

Market brings magic to the underprivileged

From January 20 to February 3, the “0 Dong Market” programme will be jointly held by the Vietnam Red Cross and Coca-Cola. The programme aims to support underprivileged households in Ho Chi Minh City, Hanoi, Long An, and Danang with a voucher valued at VND600,000 ($25) which can be redeemed at the market for Lunar New Year products.

This is the second collaboration between Coca-Cola and the Vietnam Red Cross in the project, focusing on delivering support and optimism as the New Year approaches.

“Over the past few years, Coca-Cola has partnered with local communities to support initiatives that positively impact the economy and society where we operate," Garcia added. "The Lunar New Year meals hold a special significance for Vietnamese people, and we are honoured to be a part of this unique culture. I would like to express my gratitude to the Vietnam Red Cross for partnering with Coca-Cola in this year's campaign. Through this partnership, we have been able to offer each family a special meal for Lunar New Year, reflecting the values that Coca-Cola upholds."

Thums Up 'Charged' is officially launched by Coca Cola in Vietnam The brand-new drink, Thums Up 'Charged', from the globally known Thums Up brand of caffeine supplement drinks, was officially launched on June 15 by the Coca Cola Company. To celebrate the launch, Thums Up will organise a series of innovative activities for the dynamic, vibrant, and ambitious young generation of Vietnam.

Experience the Central Tet Festival to the fullest with Huda Tet Carnival 2024 The Huda Tet Carnival 2024 is bringing the excitement of the Lunar New Year to central Vietnam, promising to treat locals to a series of vibrant and memorable activities.