Coca-Cola takes home the top honours at Marketing Excellence Awards Hong Kong 2021

Coca-Cola won big at the Marketing Excellence Awards Hong Kong 2021 on 8 December and was crowned Marketer of the Year. As the leading platform for marketing professionals across Hong Kong to showcase their cutting-edge strategies, the Marketing Excellence Awards Hong Kong 2021 saw industry professionals gather at Hotel ICON to see if their company would take home the top accolades last night. All entries were carefully evaluated by a high-profile panel of 31 professionals.

See the full list of winners here. 

See the full jury here.

Coca-Cola took home six awards and the coveted title of “Marketer of the Year”. The beverage company won two gold awards in the Excellence in Retail Marketing, and Excellence in Digital Marketing categories; two silvers in Excellence in Integrated Marketing, and Excellence in Customer Engagement; and two bronzes in Excellence in Content Marketing, and Excellence in Advertising.

In the “365 Taste of Home Kong” campaign wowed the judges as the company wanted to take action to help restaurants recover, and bring people together amid the pandemic. The first part of the campaign was to collect recipes from local families and put the stories into a social cookbook.

With more than 100 quality recipes and stories received, Coca-Cola selected the best three entries. Afterwards, celebrities visited their kitchens and filmed the stories. The company also celebrated restaurants across the city, showed appreciation and support to all of its restaurant partners, and gave them a helping hand amid the pandemic.

Coca-Cola partnered with more than 300 local restaurants and celebrated the unsung heroes behind the scenes. At the same time, it invited Hong Kong people to support the restaurants, and help them boost their business, together with Coca-Cola.

Additionally, a loyalty programme was launched to engage customers. They could join a programme to support all Coca-Cola partner restaurants, collect stamps after every meal, and redeem a free can of Coca-Cola or other beverages.

Coca Cola China also launched the "Water For Tomorrow" campaign. It relaunched Bonaqua as a brand for sustainability, offering label-less bottle packaging, renewed 100% rPET bottle and extended water station services. The campaign was aimed at maintaining its market leading position in the still water category and its status as the target audience's favourite brand.

To promote the rebranding vision, Bonaqua dominated the media space in Causeway Bay, in addition to plenty of ads on the exteriors of buses, spreading the message all over the city. Bonaqua also partnered with HKTVmall and YouTube channel Pomato to engage young adults and teenagers, with targeted delivery of the manifesto circulating in all mainstream platforms through programmatic networks.

MARKETING-INTERACTIVE would like to thank our industry leading judges for their time and effort to go through over 800 submissions. We would also like to thank our Craft Beer Sponsor YAU for joining us and creating a wonderful night for marketers and agency practitioners and celebrating their success.

MARKETING-INTERACTIVE would also like to congratulate all our finalists for an amazing showing despite the difficulties the pandemic presented. We hope that this year's awards have inspired the industry to keep fighting the good fight as we head into 2022.

Our Craft Beer Sponsor:


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