Situation:
Since entering Thailand in 1949, Coca-Cola has grown alongside Thai society for 77 years, becoming a staple of local culture and everyday moments. To celebrate this milestone, the brand faced the challenge of moving beyond a simple corporate anniversary announcement. The objective was to communicate a deeply local, authentic, and emotional resonance across generations—reconnecting with Thai consumers by celebrating the people, neighborhood communities, local vendors, and cultural pillars that have given Coca-Cola its enduring place in Thai hearts over seven decades.
Solution:
Burson co-created the campaign strategy, creative idea “Fizz That Never Fades” (โค้กซ่าอยู่ในใจคนไทย), and custom logo in close collaboration with the client. Launched in April, the campaign brought 77 years of shared history to life by contrasting vintage Thai ads with modern "Magic Makers" across owned assets, complemented by activations at Songkran Siam 2026 and the Coke Hunt Photo Exhibition. Media and creator co-creations spotlighted legacy pillars —such as the Coke® Cup, Coke Music Awards, and RAKNAM project—alongside the local grocery owners, street food vendors, collectors, and employees behind the brand's cultural roots. All broadly amplified via Meta, YouTube, TikTok, and earned PR coverage.
Success:
The “Fizz That Never Fades” campaign successfully reinforced Coca-Cola’s authentic, intergenerational bond with the Thai public, generating over 7 million online views across digital platforms while driving strong ground-level engagement with 1,000+ participants at Songkran Siam 2026 and 1,280+ visitors at the Coke Hunt Photo Exhibition. Backed by widespread positive conversation across earned PR and social channels, the campaign effectively honored the brand's deep local roots and reaffirmed Coca-Cola’s position as an enduring cultural icon in Thailand across generations.
