Coca-Cola's 2023 Tet campaign makes its mark at Van Xuan Awards

First time named at Van Xuan Awards

The Vietnam Creative Advertising Awards 2023 (Van Xuan Awards) is one of the first professional awards in Vietnam organized by the Ministry of Culture, Sports and Tourism in collaboration with the Vietnam Advertising Association, and implemented by Vinama Media Joint Stock Company. The award aims to honor and recognize the contributions of advertisers in the process of brand building and socio -economic development of the country.

Surpassing thousands of major brands from all fields of food, beverage; banking; logistics, Coca-Cola was officially honored in the Creative category of this year's award with the traditional campaign "Tet changes - Miracle is still here".

Coca-Cola Marketing Director at the Vietnam Creative Advertising Awards 2023

Leaving a deep impression in the minds of Vietnamese people with the image of the golden swallow signaling the coming of spring, Coca-Cola's Tet campaign is always a topic of interest to Vietnamese users every time the new year comes. With a meaningful message about the value of connection and moments of reunion, Coca-Cola always knows how to connect with users through many different touch points from online content to a series of direct interactive activities.

Coca-Cola's 2023 Tet season has been launched with a promotional video (TVC) conveying the main message of the entire campaign "Tet changes - Miracles are still here". The 60-second video takes viewers on a time travel, following the growth of a young man over two decades. After many changes, the once single young man now has his own small family, but the miracle of family love and the warm atmosphere of family meals never change. During that time, Coca-Cola was like an indispensable Tet gift in every family reunion meal, helping to strengthen family ties.

Vietnamese Tet dinner table has the largest number of families in the world

Not stopping there, the highlight of "Tet Although Changed - Miracle Still Here" is also marked by a series of social activities aimed at families in difficult circumstances across the country, supporting more than 5,400 people and families in difficult circumstances to bring miracles home, with a total value of up to 5.3 billion VND. In particular, Coca-Cola also set a record for "Vietnamese Tet dinner table with the largest number of families participating in the world" with the participation of 1,000 families, equivalent to 3,000 people enjoying a Tet feast with a variety of traditional dishes, interacting and sharing special memories of their family reunion meals. The event contributed to creating a special mark on the journey of spreading the warm miracle of family reunion meals, from the bond of love that Coca-Cola wishes to bring to Vietnamese consumers.

Continue to spread the miracle during Lunar New Year 2024

Following the success of previous years, Tet 2024 Coca-Cola chose to "renew" the message of miracles with a completely new approach. With the big idea of ​​"Connecting to Make Tet Miraculous", Coca-Cola wants to shorten the generation gap in each family through even the smallest similarities, typically the Tet meal. The brand believes that, despite many differences and misunderstandings, just by gathering together for a family meal, all distances can be erased. That is also the miracle that has existed for decades.

Recently, to kick off the 2024 Tet campaign, Coca-Cola launched a new packaging version using the Golden Dragon image inspired by the Ly Dynasty Dragon alongside the typical Golden Swallow symbol. Along with 100 beautiful words printed on 100 different versions of Coca-Cola cans, this packaging design aims to welcome a prosperous, beautiful, connected and complete Year of the Dragon.

Not stopping there, in the near future, Coca-Cola promises to bring many real-life interactive activities to build new experiences for users during the Tet holiday with their families and loved ones. Even more unique, Coca-Cola is also cherishing a new record to conquer to continue the success of the Tet 2023 campaign.

Not to be missed is the annual "specialty" promotion, Coca-Cola also launched a lucky draw program with a special prize of up to 1 billion VND for users when scanning the QR code printed on the Tet packaging this year. See more at: http://Cokeurl.com/tetdieuky24

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