Visit the grand Beijing Experience the exquisite Shanghai Feel the mellow Xi'an Welcome the warm Changchun ... Recently, Coca-Cola combined the food culture of different cities and launched 30 distinctive city food cans, sparking a wave of collecting and sharing. This time, Coca-Cola used two characters to define each city's food positioning, summarizing the culinary impression of each city, and presented the city's food characteristics with unique packaging. Swipe left or right to see more Heroic Hohhot, Cheerful Qingdao, Pure Taiyuan, Funny Tianjin, Mellow Xi'an, Lively Dali, Grand Beijing, Exquisite Guangzhou, Breezy Harbin, Leisurely Haikou, Tender Hangzhou, Grand Huangshan, Straightforward Lanzhou, Pure Nanchang, Elegant Nanjing, Fresh Nanning, Warm Changchun, Vigorous Quanzhou, Exquisite Shanghai, Abundant Shenyang, Diverse Shenzhen, Sincere Shijiazhuang, Spicy Changsha, Splendid Chengdu, Elegant Wuhan, Bold Urumqi, Boiling Chongqing, Vibrant Zhanjiang, Chewy Zhengzhou, and Refreshing Zhuhai. In addition, Coca-Cola also produced a copy for each city's food can, which is simply a delicate city food guide! A city, a food, a memory, a sentiment. Coca-Cola's "Search for City Flavors, Refreshing as Always" bottle marketing campaign is undoubtedly able to evoke young people's memories of their hometown cities, trigger strong emotional identification, and ultimately achieve a favorable impression of the Coca-Cola brand. Harbin—Barbecue Paradise Haikou—Rich Coconut Fragrance Hangzhou—Tender and Sweet Nanchang—Fragrant Clay Pot Shenzhen—Colorful and Diverse This is not the first time Coca-Cola has launched city cans. As early as July 2017, Coca-Cola first launched city cans in Japan, priced 20% higher than regular Coke, but it boosted Coca-Cola's sales. Therefore, in 2018, Coca-Cola launched 23 city cans in China, positioning each city with one character, and used Baidu AR to convey the characteristics of each city. It was fun and interesting, and gained the pursuit of many young people. In 2019, city cans came again, but this time they incorporated the most distinctive and memorable thing of each city—food. Currently, the city food cans have been launched and are flooding social media feeds. Coca-Cola started launching "nickname bottles" in 2013, which quickly exploded on social media, causing a nickname storm that year and achieving very good results. Since then, Coca-Cola has launched new creative packaging every year to interact with young people. As a brand with over 100 years of history, Coca-Cola is popular worldwide and enduring, being the best-selling beverage of all time. However, in the past 10 years, it has encountered development difficulties, mainly because consumers are increasingly concerned about health, and carbonated drinks represented by cola are gradually being abandoned, being called "happy water for fat guys." Therefore, Coca-Cola has been seeking breakthroughs in marketing, hoping to gain more love from young people and break the inherent impression. Creative bottle packaging is undoubtedly the most thorough and successful marketing method Coca-Cola has played. However, globally, Coca-Cola's situation is still not good. According to the latest financial report, the company's revenue in 2018 fell 10% year-on-year to $31.9 billion. On Valentine's Day this year, its market value evaporated $17.9 billion (approximately RMB 121.2 billion) in one trading day. In order to reduce the impact of declining carbonated drink sales on performance, Coca-Cola has been working hard to diversify its products and shift to high-premium, high-growth products. Over the past three years, Coca-Cola has released more than 500 new products. Despite this, performance still cannot be boosted. However, in the Chinese market, through dazzling innovative marketing methods, it has maintained a certain growth. In recent years, Coca-Cola has become a "bottle-playing expert," from nickname bottles, selfie bottles, lyrics bottles, lines bottles, gold medal like bottles, to tattoo bottles, vase bottles, emoji bottles... Now, the bottle has become one of the most important media for Coca-Cola brand communication. Through varied bottle marketing, it has increased the added value of Coca-Cola products, and at the same time, made the Coca-Cola brand image younger and more energetic, changing the inherent impression. Interesting, fun, and personalized bottles have become the best channel to communicate with young people. 2013—Nickname Bottle 2014—Lyrics Bottle 2015—Lines Bottle 2016—Modern Can 2017—Secret Message Bottle #Topic Discussion# Which year's Coke bottle do you like best? Welcome to leave a message. Source: Marketing Officer (ID: cmo866) Once the tip is adopted, a reward of 400-2000 yuan will be paid. China FMCG + Internet Professional New Media Committed to FMCG manufacturers' transformation and upgrading and channel digital solutions