Coco-cola BKK
01 — Project details
Coca-Cola is losing active attention among Thai Gen Z.
While brand awareness remains high, ad avoidance and passive skipping limit emotional engagement and cultural relevance.
Traditional high-energy advertising struggles to break through a generation that is:
Always online
Always scrolling
Always overstimulated
02 — Strategic insights
Cultural Insight
Thai Gen Z does not want to disconnect from their phones —
they want permission to pause without guilt.
Human Truth
When everything is loud, quiet becomes powerful.
A short pause feels refreshing — mentally and emotionally — just like a sip of Coca-Cola.
Creative process
Single-Minded Proposition
Coca-Cola is the refresh button between scrolls.
The Big Idea
Pause the Scroll (หยุดเลื่อน แล้วซ่า)
Instead of competing for attention, Coca-Cola creates a pause — a brief moment of calm before life continues.
Not anti-tech.
Not preachy.
Just human.
Campaign ideas (How it works)
Digital: “Unscrollable” Content
Short-form videos designed to interrupt habitual scrolling behavior.
Execution:
Video starts like normal TikTok content
Abruptly freezes or goes silent
On-screen text: “Pause for a second”
Sound of a Coke opening
Follow-up text: “Okay, keep going”
This pause becomes Coca-Cola’s new brand signature.
Physical Activation: Pause Vending Machines
Locations:
Universities
BTS & MRT stations
Youth lifestyle areas
How it works:
Screen asks users to put their phone down
Countdown of 10 seconds
Calm Thai visuals (rain, sky, street lights)
Coca-Cola dispensed as reward
No data collected.
No shaming.
Just a pause.
Creator Collaboration: #PauseWithCoke
Micro-creators show:
One chaotic moment (study stress, work, drama)
A quiet pause with Coke
Then life resumes
No scripts.
No selling.
Just honesty.
Late-Night Brand Ritual
Every night at 11:11 PM
Coca-Cola posts a silent visual with one line:
“That’s enough for today. You did great.”
Designed to build emotional trust, not reach.
Visual direction (Key Frame)
Digital Feed Disruption
Description:
A TikTok-style vertical frame frozen mid-motion.
Muted colors. No movement.
Centered white text on red background:
“Pause for a second.”
Minimal. Calm. Unexpected.
Pause Vending Machine
Description:
A Coca-Cola vending machine glowing softly at night.
Phone placed face-down on the tray.
Countdown timer reflected on the screen.
City lights blurred in the background.
Human scale. Real world. Gentle branding.
Steps
Step 1: Observe Behavior
Noticed Gen Z scrolling even during meals, BTS rides, late nights.
Step 2: Identify Tension
They don’t want to stop — they’re just tired.
Step 3: Reframe the Brand
Coca-Cola doesn’t need to entertain.
It needs to support.
Step 4: Design the Pause
Create moments that feel:
Optional
Short
Respectful
Step 5: Let Silence Speak
Used quiet, stillness, and restraint as creative tools.
03 — Estimated Results
Conceptual projections based on similar Gen Z digital campaigns
Digital Performance
Estimated Reach: 18–22 million impressions
Average Video Completion Rate: +35%
Engagement Rate: 6–8%
UGC under #PauseWithCoke: 120K+ videos
Brand Impact
+15% increase in “brand understands me” sentiment
Strong uplift in late-night consumption association
Positive sentiment driven by “non-ad” feeling
Cultural Impact
“Pause” becomes recognizable Coke behavior
Coca-Cola seen as emotionally aware, not intrusive
WHY THIS FITS COCA-COLA
Aligns with refreshment at a mental level
Modernizes brand role without changing core identity
Scalable globally, but rooted in Thai cultural softness