Coca-Cola launches Tết campaign

Tuesday, Dec 26, 2023 16:06

For the first time, Coca-Cola brings the Golden Dragon symbol inspired by the Dragon of the Lý Dynasty on its product packaging. — Photo courtesy of the firm

Coca-Cola Vietnam has launched its Tết 2024 campaign to honour splendid cultural values and to stimulate bonding between generations by eliciting interesting moments through “unexpected commonalities” among family members.

In addition, for the first time, Coca-Cola brings the Golden Dragon symbol inspired by the Dragon of the Lý 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 Tết to millions of Vietnamese families and conveys the spirit of optimism to consumers on the threshold of the upcoming Tết.

Leonardo Garcia, General Director of Coca-Cola Vietnam and Cambodia, said: “The year 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. We understand the value of family bonding, especially during the traditional Tết Holiday. This Tết, we hope to continue spreading and honouring the values of familiarity through the message “Gắn kết làm nên điều diệu kỳ” (Connecting creates miracles), simultaneously implying the wishes for a fulfilled, sufficient new year to every family and individual.”

From January 20 to February 03, 2024, the “zero Vietnamese đồng market” programme will be jointly held by the Việt Nam Red Cross and Coca-Cola. The programme aims to support underprivileged households in 4 provinces and cities in Việt Nam, including HCM City, Hà Nội, Long An, and Đà Nẵng with a voucher valued at VNĐ600,000 which can be redeemed at “zero Vietnamese đồng market” for Tết products. This is the second time Coca-Cola has accompanied the Việt Nam Red Cross Society for the market, to join hands, bringing meaningful encouragement and lucky wishes for a hopeful New Year.

Leonardo added: “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. The Tết meals hold a special significance for Vietnamese people, and we are honored to be a part of this unique culture. I would like to express my gratitude to the Việt Nam Red Cross for partnering with Coca-Cola in this year's campaign. Thanks to this collaboration, we have provided every family with a “magic” Tết meal, in alignment with the values that Coca-Cola promotes.”

Coca-Cola’s 2024 Tết campaign takes place from December 2023 to February 2024. It will consist of a variety of activities, including both online and outdoor experiences, aimed at providing consumers with fresh and exciting experiences. The ultimate goal of the campaign is to help families bond over shared meals during the Tết Holiday. — VNS

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