Coca-Cola tackles the pressures of meeting relatives with humorous CNY jingle

Beverage giant Coca-Cola has collaborated with local media companies SGAG and MGAG to unveil a humorous jingle this Chinese New Year (CNY). Shared on Instagram last week, the two-minute clip centers around a young couple's trip to Johor Bahru to visit family during the festive period. 

The video, part of Coca-Cola's CNY campaign which will be running until mid-February, touches on the conventional pressures faced by a partner when meeting their counterpart's extended family during the Lunar new year celebrations. To lighten up the stress some customers may be facing, the brands used a humorous jingle to help viewers navigate the pressures. 

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The clip showcased the stereotypical family members that may be present during the festivities, including rich aunts and nosy elders. To rid his partner of the pressures from his family, the young man encourages the woman to "grab a coke" while welcoming her into the family. 

All family members then break out in a dance number, showing glimpses of the family taking part in the traditional lo hei  - a salad which gets tossed in the air - while exclaiming the words "Coca-Cola". 

The video then ends with the couple's humorous interaction with a not-so-familiar relative. 

In conversations with MARKETING-INTERACTIVE, a spokesperson for Coca-Cola said the collaboration marks an exciting milestone as it is not only the first partnership for Coca-Cola with SGAG and MGAG for a music video, but also SGAG and MGAG’s inaugural cross-border collaboration.

"Together, creating something truly unique and refreshing, bringing together talent from both markets to highlight the local relevance of the Chinese New Year experience for Gen Z and youth audiences across both markets," the spokesperson said. 

They added, "Songs are an iconic part of Chinese New Year celebrations where festive jingles and upbeat melodies bring people together in joy and tradition. Additionally, music as a key passion point for Gen Zs, makes this collaboration an ideal opportunity to engage and resonate with them who value authenticity and real connection". 

The Coca-Cola spokesperson also highlighted that the objective of the video was to touch on the value of connection in Asia cultures.

"We often show love through actions rather than words. Recognising this cultural nuance, Coca-Cola has chosen "toasting" as the creative device for our campaign. It empowers families to express unspoken feelings and brings communities together to experience the real magic of connection and shared wishes," they said. 

The spokesperson added, "By using Gen Z lingo, realistic situations and shared experiences during CNY, the video highlights the spirit of family meal moments, toasting and heartfelt wishes, with the perfect pairing of a chilled Coca-Cola".

To further deepen the brand's connection with its Gen-Z audiences, Coca-Cola used Gen-Z lingo, realistic situations and shared experiences during CNY to highlight the spirit of family. 

"Coca-Cola is always looking for unique and refreshing ways to connect with consumers, tapping into relevant occasions while encouraging heartfelt wishes and spreading Real Magic. By collaborating with SGAG and MGAG—who truly connect with audiences through their unique humour—we're bringing a fresh, fun twist to the traditional CNY songs," said Amanda Lim, franchise operations director at SIMA. 

"To ignite the Lunar New Year spirit across Singapore and Malaysia, we launched a music video showcasing exceptional local talents from both sides of the causeway," said Wenxia Lim, business manager at Hepmil Singapore. 

"Leveraging HEPMIL’s SGAG and MGAG platforms, we connected audiences to celebrate Coca-Cola, music, and the rich tapestry of shared traditions that unite us," added Lim. 

Coca-Cola, SGAG and MGAG aren't the only brands to use music to convey a festive message. During CNY last year, ZUS Coffee collaborated with local singer and music producer Gaston Pong on a cheeky music video that featured an animated pink dragon for CNY.

Titled ZUSBringsItONG, the music video begins with Pong’s Mother performing Chinese opera before she abruptly starts nagging him to get out of bed and start his day. As Pong startles awake and makes his morning cup of coffee, he meets a pink dragon who inspires him to be confident amidst the intrusive questions from relatives during Chinese New Year such as when the couple will be getting married and having children.

However, as the family sits down for a reunion dinner and celebrates each other’s company, ZUS Coffee highlights that despite the nagging, CNY is about creating precious moments with our loved ones.

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