Coca-Cola's new campaign banks on Keung To to spread 'Irreplaceable Me' attitude

Coca-Cola has partnered with Ogilvy to bring to life the refreshing nature of Coca-Cola No Sugar through Hong Kong boy band MIRROR's member Keung To. Attempting to ignite the passion of the youth in the city in its newest campaign "Irreplaceable Me", Coca-Cola featured the local icon to embody the spirit of the brand based on his passion for music and creativity.

Done in collaboration with creative agency Ogilvy Hong Kong, media agency EssenceMediacom, marketing implementation agency Hogarth and shopper team agency VMLY&R, the campaign focuses on the value of believing in one's passion, which makes oneself "irreplaceable" and forging ahead with a refreshed mindset. 

In a conversation with MARKETING-INTERACTIVE, Ogilvy's spokesperson said that the campaign will run until May and cover the Hong Kong and Macau markets. Apart from TVC on ViuTV, the campaign will be promoted via digital ads, social media ads, events, out-of-home ads and music platforms. 

As part of the campaign, To's expression of himself in a music video has come to TV screens from 15 March, inspiring everyone to follow their passion and explaining the value of being irreplaceable. The complete version of this song will be available on Spotify and other social channels from this month onwards. The audience can also participate in the "irreplaceable" song cover challenge on social media which will be launched later this month.

To further inspire the audience of an "Irreplaceable Me" attitude, the team collaborated with local art group Brainrental to create a series of stickers reflecting different irreplaceable me attitudes, reminding people not to forget their beliefs.

“The idea for the campaign was to bring out the irreplaceable taste of Coca-Cola No Sugar while celebrating and paying tribute to those who believe in the value of being authentic and irreplaceable. This mindset led to this experimental co-creation of the song ‘Irreplaceable’ with Keung To, as an inspirational anthem for everyone especially Gen Z,” said Buji Ng, group creative director of Ogilvy.

“Over the years, Keung To has created music which is unique and there is no one better than him to express to the masses the feeling of being irreplaceable, passionate and feeling refreshed through music, leading to the collaboration,” said Adrian Chan, consumer connecting planning manager, Coca-Cola Trademark.

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Back in January, Coca-Cola ushered in the new year with the launch of a new multi-touchpoint regional Year of The Rabbit campaign, celebrating the magic of togetherness and cross-generational connection that is synonymous with the holiday season. The regional campaign was created by Ogilvy Shanghai and features a short animated film launched across eight markets in Asia, supported by an interactive AI-powered mobile activation, as well as limited edition packaging incorporating interactive AR elements.

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