Celebration in Every Detail: Fireworks – universal symbols of joy and new beginnings – are reimagined through the lens of Asian craftsmanship. The design incorporates textural details developed with cultural inspiration from Asia's intricate embroidery, Vietnamese brocade, and Peranakan beadwork, creating a modern, inclusive style that reflects regional diversity and artistry.
Standout Shelf Presence: Anchored by the auspicious Golden Swallows in flight alongside peach/apricot blossoms and lucky red money envelopes to symbolize and encourage family connection (in Vietnam), and limited-edition can designs featuring bold, spirit horses charging alongside flowers, ingots, oriental fans, and bamboo – each a symbol of fortune, longevity, and success (in Singapore Malaysia) – the designs make every Coca-Cola pack a collectible festive keepsake and a meaningful gift for family and loved ones.
"Our ambition was to create an identity that feels universally festive yet deeply local. For example, brocade isn't just textile, it's storytelling that celebrates and unites the 54 diverse ethnic groups in Vietnam," said Lisa Balm, Executive Creative Director, Elmwood Asia. "The embroidery and weaving technique evoke intricate detail and richness, creating a culturally layered aesthetic that feels both intimate and celebratory. By focusing on shared symbols and reimagining them through the artistry and cultural depth of Asian craftsmanship, we created a single visual language that successfully translates across Tet and Lunar New Year."
Locally focused Creative Platforms in Action
Vietnam: 'Weaving a New Tet'
In Vietnam's fast emerging, tech savvy market, the campaign theme "Dệt Nên Tết Mới" ("Weave a New Tet") encourages Gen Z to create new traditions with their families. At the heart of the campaign lies a short film 'Stitched Together' which tells a story of a traditional family reunion, brought to life by innovative AI technology. The film is centred on the Vietnamese brocade art form, with every character, object & gesture in the film. The campaign is further amplified with a mini three-episode social film series where each episode heroes a Tet cultural item reimagined through modern visual storytelling, encouraging families to see familiar traditions into a new light.
For Gen Z, TET meals often feel predictable. The Coke Half-Half Tablecloth transforms the dining table into a festive centerpiece, visually dividing the table into two halves: one for honoring beloved Tet classics and the other for showcasing modern global flavors Gen Z craves. To inspire creativity, Coca‑Cola released a curated collection of Half-Half table ideas, blending traditional dishes with bold twists like sushi rolls, tacos, and fusion sliders.
Coke Drinkable Pháo, inspired by the crackle of firecrackers, adds a playful layer of interaction. The episode features a Vietnamese family coming together to thread strings through iconic Coca-Cola cans, tying them together to create a vibrant, eye-catching red firecracker display that is both modern and traditional. The "click" of a can opening not only signals the start of a refreshing sip but also heralds the grand beginning of the Tet celebration. Everyone lends a hand, chatting as they work – this is when the whole family "weaves" a new New Year by drawing closer together, transforming the often tedious task of cleaning into a bonding moment filled with laughter.
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Coke Red Envelope: For Gen Z, the age-old Lì Xì tradition often feels like a draining ritual. The reimagined "Lì Xì from the heart" reimagines the traditional red envelope, turning it from a simple, functional gift into something deeply meaningful. Beyond lucky banknotes, each envelope holds priceless treasures from the giver's heart: an old family photo with the promise 'Let me take care of the family matters,' a handwritten note telling his sister to 'always smile brightly,' and even a jogging date for his younger brother—each one celebrating connection, creativity and care.
Singapore & Malaysia: A Cross‑Border LNY Anthem