WORKS

Best in Brand Performance at Coca-Cola China.

Fuel Coca-Cola’s 13% volume growth in China in 2011.

| Best in Brand Performance at Coca-Cola China. | Fuel Coca-Cola’s 13% volume growth in China in 2011.

Business-Driven Campaign

Seasonal Kill Bill.

In China, summer isn’t just hot—it’s hostile territory for carbonated drinks.

When the heat rises, people instinctively reach for tradition: herbal teas, cooling drinks, anything lighter than Coke. Generations of cultural instinct say, “Tea cools you down.”
Coke? Too heavy. Too sugary. Too much.

Sales dip. Fridge space shrinks. Tea takes over.

But we saw an opening. A tactical one.

What if we slid something in so fast, so light, so precisely designed for the moment, that it flipped the whole equation?

Summer Assassin.
Code Name: 300ml.

A sleek, chilled,
perfectly pocketable bottle of Coca-Cola.
Not too much. Not too little.
Just enough to lift you, without weighing you down.

We framed it not as a drink, but as a summer movie.
A ninja-sized hit of refreshment for city teens on the go.
A burst of energy that fits in any jacket, any bag, any break.

The film followed Coke flying parkour-style through the streets, slipping into every pocket of summer life.
The message was subtle but sharp:
“This summer, light wins.”

The design was light. The story was fast. The result was deadly.

While tea brands fought for cooling credibility, we offered something cooler: instant uplift.

And 300ml? It didn’t just sell—it infiltrated.

As part of Coca-Cola China's volume growth strategy, this stealth-size strike helped the brand crack open its toughest season. It unlocked new shelf space. It claimed visibility in tight corner stores. It changed how Coke could behave in the heat.