With the growing focus on the experience economy and the rising awareness of the importance of diversity in marketing, design that resonates, respects and reflects on a local level has never been more important.
Paying homage to the people of Vietnam by releasing six limited-edition can designs. Each can represents a Vietnamese city, highlighting its individual culture while embracing authentic Vietnamese spirit. The design shows how Coca-Cola brings Vietnamese people together.
Sector
FMCGThe marketing pendulum between global and local marketing approaches is often cyclical. Many marketers like to hedge their bets with a more ‘global approach’ in essence dominated by global marketing messages that are activated on a local level.
Yet with the growing focus on the experience economy and the rising awareness of the importance of diversity in marketing, design that resonates, respects and reflects on a local level has never been more important.
For the 25th anniversary of Coca-Cola in Vietnam, Dragon Rouge released six limited edition can designs, each representing and highlighting the individual culture of a different Vietnamese city. The cans pay homage to the country’s people, celebrating their authentic spirit.
The characters on the side of the can are emblematic of each city, symbolising each place and its inhabitants. Every detail was considered, incorporating the globally recognised brand assets into the scenery, shadows and clothing of the unique designs.
By heroing the universally recognised iconic Coca-Cola bottle, Dragon Rouge enables the can to retain its global relevancy on a local scale. They maintain their respect of the customs, history and individuality of Vietnam and its consumers, whilst still creating beautiful ‘on brand’ designs.
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