可口可乐中国启动2026马年新春系列活动

Core Viewpoint - Coca-Cola China is launching a series of activities for the 2026 Year of the Horse Spring Festival, focusing on cultural expression, product innovation, and market layout to meet diverse consumer needs during this important holiday [1][3]. Group 1: Event Launch - Coca-Cola China held a themed fireworks display in Chongqing to kick off the 2026 Year of the Horse Spring Festival series, inviting around 700 consumers to participate both offline and online [1][3]. - The fireworks display incorporated elements of the Spring Festival and the Year of the Horse, with live streaming allowing online viewers to engage through comments and interactions [3]. Group 2: Product Innovation - Coca-Cola China has been integrating traditional Chinese culture into product innovation, launching limited edition packaging since the 2022 Year of the Tiger, and continuing with the 2025 Year of the Snake and the upcoming 2026 Year of the Horse [5]. - The 2026 limited edition features designs based on the Year of the Horse and fireworks, incorporating auspicious symbols and traditional embroidery art to enhance the festive product offerings [5]. Group 3: Multi-Brand Collaboration - During the Spring Festival, multiple brands under Coca-Cola China, including Coca-Cola, Sprite, Minute Maid, Fanta, and Costa Coffee, will collaborate to cover various consumer scenarios such as stocking up, family reunions, and entertainment [7]. - These brands will utilize digital interactions and cross-industry collaborations to launch diverse marketing activities tailored to consumer preferences during the holiday [7]. Group 4: Supply Chain and Market Strategy - Coca-Cola China is enhancing its supply chain capabilities by collaborating with three major bottling partners and 46 factories to ensure stable product supply during the peak consumption period of the Spring Festival [8][9]. - A "Market Impact Week" will be initiated before the festival, involving various teams to engage with consumers and gather insights for future product planning and market strategies [8]. - Over the past three years, Coca-Cola China has invested in upgrading multiple production bases to improve efficiency and delivery capabilities, with five factories already modernized [9].