WORKS
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6 million people felt it.2,547 wrote in their own Coke-hit stories.
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Ad Age China named it one of the Top 10 All-Time Best Ads in China
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Coca-Cola China saw a 21% sales spike—The biggest quarterly jump that year.
| 6 million people felt it.2,547 wrote in their own Coke-hit stories. | Ad Age China named it one of the Top 10 All-Time Best Ads in China | Coca-Cola China saw a 21% sales spike—The biggest quarterly jump that year.
Business-Driven Campaign
12,352 Bubbles. One Universal Smash Hit.
The challenge was clear:
Coca-Cola wanted to remind the world that it’s not just a drink—it’s an energising refreshment.
But the problem was real.
CGI had tried to fake it.
Bubbles turned into words.
Liquid morphed into metaphors.
None of it felt true.
People saw the spectacle.
But they didn’t feel the feeling.
So we stripped it all back.
No CGI. No taglines. No poses.
Just a single question to a real person holding a bottle of Coca-Cola:
// Show us what it feels like—the second it hits. //
He took a sip. And without warning—
Shoulders lifted. Eyes widened. A grin exploded.
One shutter caught the moment.
No retakes. No direction. Just the truth.
Because when Coca-Cola hits, the body doesn’t fake it.
It remembers.
That feeling isn’t made. It’s released.
A muscle memory that lives in every Coke drinker.
What happened next was pure magic.
The photo didn’t just show a reaction.
It activated one.
People saw the image and felt their own Coke-hit replay.
The same expression. The same rush.
A common sentiment that everyone seemed to share.
Because while every one of Coke’s 12,352 bubbles hits differently,
They all land in the same emotional place.
We didn’t choreograph it.
We didn’t stage it.
We let the body show what it remembered—even before the drink landed.
That’s the unrepeatable magic of Coca-Cola.
It resonates with different bodies on the same emotional level.
6 million people felt it.
2,547 wrote in their own Coke-hit stories.
Across street billboards, metro platforms, and digital banners,
The same line kept coming back:
“That’s exactly it.”
Ad Age China named it one of the Top 10 All-Time Best Ads in China.
And that one moment?
It became a regional wave.
100% adaptation across Asia.
Singapore localised with DJ booths, guitars, and that timeless moment of a lifted bottle.
But the expression stayed the same.
Not for what it showed.
But for what it unlocked.
Competitors added gimmicks.
We took everything away.
And the numbers?
They fizzed.
In Q2 2011, Coca-Cola China saw a 21% sales spike—
The biggest quarterly jump that year.
A simple image. A shared expression.
A hit that bubbled over borders.
What was left?
12,352 bubbles. One universal smash hit.
A body that remembered.
A feeling that never left.
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Top 10 All-Time Best Ads in China, Ad Age China 2011.