Coca-Cola refreshes brand in China with crowdsourcing

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Coke adds crowdsourcing.
Coke adds crowdsourcing.

Participants can win prizes for describing the taste of Coke in fresh ways

GREATER CHINA — Joining Unilever, Hyundai and many other brands that have used crowdsourcing platform Eyeka to generate marketing inspiration, Coca-Cola is launching two contests in China with a total prize pool of more than US$36,000.

The "Coca-Cola China Video" contest offers €25,000 (US$31,175) in prizes and runs from Nov. 4 to Jan. 18. The shorter "Coca-Cola China Print" contest offers €5,000 (US$6,200) and will run from Dec. 1 to Jan. 11. Both contests are open to entries from anywhere in the world. The brand expects to announce results in February and March.

The brief for the video contest (English, Chinese) asks participants to "Show us why the taste of Coke is so unique and wonderful."

The company explicitly warns that it will reject submissions that look like ads, because it is seeking creative expressions about the taste of the cola. "If you had to explain to an alien who has never tried it before, which particular element of the Coke taste experience would you talk about?" the brief asks.

"Taste is an incredibly personal thing, which is why we want to engage the wider creative community to come up with their own interpretations of what drinking an ice-cold Coke feels like," Richard Cotton, creative excellence director at Coca-Cola, told Campaign Asia-Pacific. "We have worked with Eyeka on similar initiatives in other markets with great results, and indeed it is not the first time we have crowdsourced in China, having launched a couple of initiatives last year. We are working on this initiative through our agency partners at McCann."

Other brands that have worked through Eyeka in the past include Hyundai and Unilever.  

This article first appeared on campaignasia.com.

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