As preparations begin for the Year of the Horse, Coca-Cola is rolling out a new Chinese New Year campaign that places young people at the center of evolving family traditions. Designed by WPP Open X under the leadership of Ogilvy Shanghai, the campaign reflects the brand’s ambition to adapt one of China’s most important cultural moments to the lifestyles, creativity, and social habits of a new generation.
Rather than opposing tradition and modernity, Coca-Cola’s platform is built on the idea that Gen Z is redefining how families experience the holiday. Longstanding rituals remain meaningful, but they are increasingly accompanied by digital interactions, pop culture references, and new forms of shared entertainment. The campaign positions Coca-Cola as a facilitator of these new dynamics, encouraging families to rediscover togetherness through fresh experiences.
Turning young people into drivers of celebration
At the heart of the initiative is a simple but strategic shift: Gen Z is invited to lead. Coca-Cola is encouraging young consumers to take initiative during the festivities by proposing creative ways to update familiar customs, whether through food, games, or social activities that resonate across age groups.
This approach is reflected in the campaign’s social content, launched with a series of teasers featuring well-known personalities and supported by a call to action aimed at young creators. Through the hashtag #OpenAFreshNewYearWithACoke, participants are encouraged to share how they are reshaping the holiday at home and how they involve parents and grandparents in new forms of celebration.
Chongqing hosts a flagship cultural experience
To anchor the campaign in a tangible public moment, Coca-Cola organized a large-scale activation in Chongqing on January 17. The event was conceived as a cultural showcase blending heritage craftsmanship with contemporary creativity. Collaborations with traditional fireworks masters, recognized within China’s Intangible Cultural Heritage framework, set the stage for a modern interpretation of a historic art form.
Throughout the day, families were able to explore an immersive festive environment featuring reimagined cultural activities, from playful reinterpretations of spring couplets to creative workshops inspired by youth culture. As night fell, a synchronized drone and fireworks performance transformed the city skyline, revealing visual stories and festive ideas submitted by young people across the country.
Broadcast live to national audiences, the event was designed to extend beyond spectacle, serving as a platform for youth expression and shared cultural storytelling.
A campaign designed for participation, not just visibility
Coca-Cola’s strategy extends well beyond a single event. Throughout the holiday period, the brand is deploying a series of interactive experiences, including AI-powered digital activations, themed social content, and seasonal products intended to embed the campaign into daily moments of celebration.
By multiplying touchpoints across packaging, digital platforms, and live experiences, Coca-Cola aims to create an ecosystem where the brand becomes part of family interactions rather than a passive symbol of the season.
Strengthening emotional relevance in a changing cultural landscape
With this campaign, Coca-Cola continues a long-standing tradition of aligning its brand voice with moments of collective emotion. The Chinese New Year initiative highlights how global brands are rethinking cultural marketing, shifting from storytelling to story-building, where consumers — particularly younger ones — are invited to co-create meaning.
Developed by Coca-Cola and WPP Open X, led by Ogilvy Shanghai with support from WPP Media, Hogarth, and VML Commerce, the campaign illustrates how youth culture, technology, and heritage can intersect to keep traditions vibrant, inclusive, and socially relevant.
