Advertiser: Coca-Cola Far East Limited Brand: Coca-Cola Creative Agency: - Credits: -
By virtue of it’s association as a U.S. brand, sentiment for Coke has always become negative during Ramadan Goals and objective: Not just protect, but grow brand health and volume in a period when year-on-year the brand has suffered a decline during Ramadan.
Insight, Strategy and the Idea
The only religion that becomes more important during Ramadan was the religion of food. The Coca-Cola KU program, that empowers grassroots businesswomen, had partnered with Bazaar Ramadan food vendors. We extended this and partnered with the biggest food expert Erma Fatimah (aka Mak Cun, well known as businesswoman and a leader in Malay community in both TV drama and also reality life) as a credible storyteller and Coke ambassador to melt the hearts of Malaysians.
Thematic TVC featuring Mak Cun was aired first to establish that Coke is best paired with rich flavours of Ramadan-Raya food. It created a shield that ensured we didnt get negative sentiment on social media! We then recruited real life Bazaar Ramadan women vendors and turned them into Influencers. Stories from the vendors and how Coke enhances the Ramadan food were featured as part of the Harian Metro editorial for 30 days. The Bazaar Ramadan vendors were invited to Nona TV talkshow, hosted by Mak Cun for special segment, to do a cooking demostration on her family’s favorite dishes and pairing with Coke. We lowered our shield to GO SOCIAL, extending communication via Mak Cun’s social platform.
Results and Effectiveness
Volume increased by 19% vs PP, driven by strongest growth in awareness (+2 pts) brand love (+3 pts). These metrics in the pervious years have usually declined or stagnated during Ramadan. Most importantly there was NO negative sentiment in this campaign compared to 13% in the previous year. Food and Coke, a truth hiding in plain sight, had given us a great sustainable advantage!