Platinum Winner (Sponsored by Tencent)

Platinum
CAMPAIGN
COKE OFW
AGENCY
McCann
CLIENT
Coca-Cola
BRAND
Coca-Cola
OBJECTIVES
In the Philippines, in-home consumption with meals is critical, accounting for 80% of non-alcoholic beverage consumption. While Coca-Cola’s brand equity has remained strong among Filipino families, in-home consumption had steadily declined because of more affordable competitors: RC Cola (30% cheaper than Coca-Cola and widely seen as an acceptable alternative) and Tang Powdered Juice (a format that could be extended to provide more servings). As consumers increased everyday consumption of more affordable competitors, Coca-Cola was increasingly repositioned as a “special occasion beverage” – to be served only during weekends when the family is complete or during particularly special meal occasions.