Coca-Cola(US:KO) Zhong Guo Shi Pin Wang·2026-02-12 05:52Core Insights - The Coca-Cola family, including Sprite, Minute Maid, and Coca-Cola, has successfully integrated its brands into the Chinese New Year celebrations through a collaboration with Douyin's "Boiling Winter" IP, creating a festive atmosphere that resonates with traditional customs and modern experiences [1][5]. Group 1: Brand Integration and Activities - The Coca-Cola family has transformed its products into symbols of reunion and celebration, engaging consumers through various activities such as lantern festivals, temple fairs, and family gatherings, thereby enhancing the festive spirit [3][5]. - A notable event took place in Jinan, where a traditional banquet was held, allowing 300 participants to experience a blend of ancient customs and modern flavors, showcasing the brand's commitment to cultural integration [4]. - The collaboration with Douyin's "Boiling Winter" IP represents a significant step in localized marketing, combining platform advantages with brand presence to promote traditional customs and enhance user engagement [5]. Group 2: Cultural and Community Impact - The multi-brand strategy of the Coca-Cola family aims to highlight local cultural traditions during the New Year, making them more visible and accessible to a broader audience through interactive experiences [5]. - The partnership with local governments and platforms has revitalized cultural tourism, bringing vitality to local communities and enhancing brand visibility while promoting cultural exchange [5]. - The campaign concluded with gratitude towards participating cities and users, emphasizing the brand's ongoing commitment to being a part of significant moments in people's lives [6].