Coca-Cola promotes ‘peace, hope and understanding’ during Trump and Kim Singapore Summit from Dentsu Merdeka LHS Malaysia

It’s about time — literally. If you want to successfully engage today’s impatient consumers, you have to be ready to meet them on their time, with the perfect message for each of their changing needs. Sometime a good way to use time is to captivate your audience with topics the world is talking about and caring about.

On June 12 such a timely and history making moment was taking place, US President Donald Trump and North Korean leader Kim Jong-un met at a summit in Singapore, the first between a North Korean leader and a sitting American president.

To commemorate this timely moment in history, Coca-Cola made limited-edition cans designed by Dentsu Aegis Network Malaysia’s creative agency, Merdeka LHS, with logos written half in English, half in Korean with a message in both languages that reads “Here’s to Peace, Hope and Understanding.

The Dentsu agency then took to the streets to interview people in Singapore on their thoughts and feelings about this historical event. See link on Facebook below;

https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fcocacolasg%2Fvideos%2F1363835733718663%2F&show_text=0&width=560

The video ends with the song “I’d Like To Teach The World To Sing (In Perfect Harmony)” made popular by Coca-Cola’s 1971 “Hilltop” advertisement. The song is one of Coke’s most famous television campaigns where the brand celebrated multiculturalism, unity, peace and love.

The summit was a perfect platform for the Coke brand to demonstrate one of it’s core beliefs. The idea was to seize the moment to be at the crossroad of an important time in history to spread a brand message of hope and optimism and use Facebook platform to push it out quickly.

For a quick turn around idea to work it all boils down to the client and agency having trust in each other, adding that there should be no layers in the decision making process.

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