CREATIVE BIG IDEA
Bring home the Coke Dragon.
WHY THE DRAGON?
2012 is the year of the Dragon. The Dragon is magnificent, flamboyant, attractive and full of vitality and strength. In China the Dragon is the imperial symbol, the sign of the emperor, or the male element Yang. The Dragon is the symbol of power and wealth.
Ancient folklore has it that a farmer found a pearl that could magically multiply riches. To avoid the pearl being taken by others, he swallowed it, making him very thirsty thereafter.
He drank every river dry until he turned into what is known today as "the dragon with the pearl in its mouth". The dragon would once in a while spit out the pearl and play with it. Just like how a kid will have fun with the bubble gum in his mouth.
Coke represents the pearl that the dragon has found. With that, auspicious ‘chi’ will burst across the sky, blessing the people below with wealth, luck and prosperity.
In-store poster, 24 cans packaging, In-store Gondola, Angpow design & 2l label