With this ring-pull I thee wed
26th January
Image from kennethlimphotography.com
Coca-Cola Hong Kong have smartly exploited the fact that in Asia red is traditionally a colour of happiness and good fortune to create specially designed wedding cans. Only available for sale for Chinese wedding banquets, the cans have fast become collectors’ items. It’s an interesting example of a super-brand thinking and acting small and local, but in a manner entirely in line with the brand’s global personality.
Similarly the Pepsi cans below were created for a single day event: Halloween. Typically when a brief comes in for, say, a Christmas edition it is described as “seasonal” because stock will still be on sale through January, and this tends to diffuse the potential impact (a general wintry theme rather than one aimed squarely at the 25th of December). But with digital printing opening up the possibilities of shorter production runs perhaps micro editions are becoming the future for any brand with the energy to sustain them?
1 Comment
Tanja Brockmeyer
January 26, 2010 5:27 pm
Coca Cola using the color red, was a great start to launching a world brand, but the Coca-Cola trademark had to be transliterated into Chinese characters in order to reach the millions in the market.
To find the nearest phonetic equivalent to Coca-Cola required a separate Chinese character for each of the four syllables.
The closet Mandarin equivalent to “Coca-Cola” was
K’o K’ou K’o Le^.
It would seem that the Chinese trademark translates to:
to permit mouth to be able to rejoice — or something palatable from which one derives pleasure.
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