Brief Explanation

With overall economic well being of consumers improving, some of the traditional values are lost at the altar of progress. Lunar New Year is one such tradition. As a brand, Coke wants to ensure that this occasion remains strong, with the belief that this is a great moment of happiness and consumption. In recent years, we have observed that the younger consumers are not as keen to get together as their parents and some even avoid going back to their parents’ home or/and cut short their stay. Part of the reason is the generational gap. With these findings, Coca-Cola is bringing a provocative POV of limited time that both parents and children should maximize. The key idea of the 3-min film is “Most people on average have only 45 days to spend with their parents. What will you do with your time?” The video was launched officially on digital video platform from February 9 and thereafter on multiple social network across China showcasing how spending a little more time on a genuine conversation between the children and parents can overcome the disconnection between the children with their parents due to misunderstanding.