Coca-Cola is about uniting people in sharing happiness. However, millennials, being glued to their mobile phones, would rather share their feelings and pictures of their meals on social media rather than spending time with family and friends. Coca-Cola wanted to be the drink of choice to accompany their food, whilst inspiring them to get closer & connect with the ones seated at their table.

Thais love their food and would often be seen sharing a meal amongst friends, colleagues and family for any occasions. They wouldn’t commonly share their feelings out loud either but would naturally be doing it online.

In an attempt to truly connect millennials with their friends & family during meal-time, we devised a campaign that invites and inspires them all to grab a Coke and turn their food into a meal – turning the ordinary act of eating into a meaningful and joyful moment shared with the ones seated at the same table. By getting closer, one can experience the magical moment of discovering that food can be more than just food. #TasteTheFeeling

We created a series of awe-inspiring visuals, featuring a multitude of tiny fizzy bubbles inside what appears to be an ordinary icy cold Coca-Cola. By getting closer, consumers can experience the magical moment of discovering that a

Coke can be more than just cola, as they see that each and every bubble represents different types of happy facial expressions or ‘emojis’.

After the campaign launched, it generated awareness among the target consumers that Coca-Cola can enable them to taste the meaningful and joyful feelings and sparked conversations among the millennials around the magic of getting closer. The Coca-Cola’s brand of ‘Taste the Feeling’ was emphasized and enhanced.

Although essential to millennials, emojis have disconnected from the real world. Through awe-inspiring visuals, we transformed emojis to inspire millennials to connect with those at the dinner table. Only by getting close to the visuals could people discover that each bubble represents different happy facial expressions or ‘emojis’- positivity that can only tasted by getting closer to each other.