WORKS
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Top 5 Most Recalled CNY Campaigns in China – Ad Age 2011.
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Top 5 Best Performing Campaigns in Coca-Cola China – ONS Report.
| Top 5 Most Recalled CNY Campaigns in China – Ad Age 2011. | Top 5 Best Performing Campaigns in Coca-Cola China – ONS Report.
Business-Driven Campaign
Wish Me Luck in Lunar New Year.
Lunar New Year isn’t just a festive moment in China.
It’s the single biggest sales battleground on Earth.
Think Black Friday + Christmas + cultural diplomacy.
Over US$150 billion spent.
Hundreds of brands launch simultaneously, each trying to win hearts, carts, and attention.
Everyone’s fighting to be the first name on the shopping list.
The loudest voice in the family group chat.
The one drink on the reunion table.
Coca-Cola didn’t want to show up.
It wanted to matter.
But in a season where everyone shouts, we chose to listen.
To reflect. To feel. To belong.
We started with four quiet truths:
Youth.
They’re eager to go home—to eat, nap, game, repeat.
But not for the questions.
“Got a girlfriend?” “When are you settling down?” “What’s next?”
They smile. They deflect. They chug.
And under their breath: Wish me luck in Lunar New Year.
Mothers.
She plans every dish. Every drink. Every little detail.
She wants the moment to be perfect—and quietly wonders if it is.
She lays the table. She places the bottle.
And silently hopes: Wish me luck in Lunar New Year.
Everyone else.
We all enter the new year with invisible hopes.
The job. The baby. The trip. The breakthrough.
We wear red. Send blessings. Pretend we’re ready.
But deep down, wish me luck in Lunar New Year.
Even Coca-Cola.
It’s iconic. It’s red. It’s been part of the reunion for decades.
But in a market bursting with festive lookalikes, red cans, and noisy promotions—even Coke wonders if it will still be chosen.
Even Coke whispers: Wish me luck in Lunar New Year.
So that became our line.
Not shouted. Not sold.
Felt.
Coke didn’t try to dominate the moment.
It tried to belong.
To be the lucky red, you could count on—
a spark of delight, a gesture of support,
a bottle passed, without fanfare, at the right time.
And it worked.
Top 5 Most Recalled CNY Campaigns in China – Ad Age 2011.
Among hundreds of festive campaigns, ours didn’t outspend—it out-felt.
It made people feel seen.
Top 5 Best Performing Campaigns in Coca-Cola China – ONS Report.
Across dozens of brands in the Coke portfolio—from Sprite to Minute Maid—this was one of the year’s most successful, proving that emotional truth can move hearts and drive sales.
Because when a brand says what everyone’s feeling, before they do — it earns more than attention.
It earns a place in their lives.
So when youth gulp, when moms place bottles with hope, when families gather again and again, there’s one line they all carry quietly:
Wish me luck in CNY.
Turns out.
When Coke shows up at the table.
Luck often does, too.
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China Top 5 Best Brand Recall Campaigns in Lunar New Year, Ad Age China 2011.
Testimonial
// Nicki is a great creative leader. She is always full of brilliant ideas, and at the same time, she knows how to inspire, guide and manage the team’s ideas, making everyone work closely and pushing the whole team to challenge the next level of work //
Evan Zheng
Senior Strategy Planner, Leo Burnett China