Coca-Cola is ringing in Chinese New Year (CNY) in Singapore and Malaysia with a new cross-border anthem, featuring Malaysia’s pop-rap trio 3P and Singaporean singer Mayiduo. The anthem forms the centerpiece of the brand’s “Grab a coke and huat together this new year” campaign, combining music, experiential activations, collectible packaging, and digital engagement to deliver a multi-dimensional festive experience.
The anthem, titled “可口可樂，共創好年” (‘Coca-Cola, creating a great year together’) launches on 19 January via Coca-Cola, 3P, and Mayiduo’s Instagram and Facebook accounts. The anthem blends festive instrumentation with contemporary pop and rap elements, while the accompanying video sees the artists getting into the festive mood after receiving a can of Coke from a grandmother. The artists are also seen having reunion dinner with friends and grandparents, dancing and writing auspicious banners.
Don’t miss: The Coca-Cola Company creates chief digital officer role amid leadership restructure
To deepen engagement, the campaign includes music video cutdowns, a dance challenge on social media, and a live performance by 3P at The Starhill, Malaysia, on 20 January. On-ground experiential activations will also run in Singapore’s Orchard Road (6–15 February) and Malaysia’s The Starhill (16–25 January), designed to create interactive, co-created moments for consumers across generations.
When MARKETING-INTERACTIVE reached out, the Coca-Cola Company said that music is a universal language and a cultural staple during CNY. This is especially seen in diverse markets such as Singapore and Malaysia where music can connect communities across different languages, generations and traditions.
“For us at Coca-Cola, we didn’t just want a song. We wanted a cultural property that connects generations through co-created moments, reinforcing the festive mood across two distinct but culturally aligned markets,” Chrystian Lim, marketing director, Coca-Cola Singapore and Malaysia told MARKETING-INTERACTIVE.
“We are using music as the universal language; and our anthem aims to make this year’s Chinese New Year celebration a nexperience people will actively join in, not just observe,” Lim added.
Meanwhile, the selection of 3P and Mayiduo reflects the brand’s strategy to feature local talents who are culturally relevant, relatable and capable of engaging younger audiences. The brand added that both artists bring vibrant energy and strong audience connections that align with the festive spirit the brand aims to capture.
Moreover, supporting local talent remains a core focus for the brand when approaching festive marketing in Southeast Asia. Instead of simply celebrating the occasion, the brand looks to co-create moments with local talents and communities, allowing the festive story to feel more personal, participatory and authentic, said the brand.
Beyond music, Coca-Cola has partnered with global brand design consultancy Elmwood to launch a new CNY visual identity system, reflected across cans, packaging, retail, and digital touchpoints. Inspired by fireworks, Asian textile traditions, and the brand’s signature effervescence, the system celebrates regional diversity while evoking optimism, fortune, and togetherness. Limited-edition cans feature bold horses and auspicious motifs, aligning with the Year of the Horse.
Last year, the beverage giant collaborated with local media companies SGAG and MGAG to unveil a humorous jingle. The video touches on the conventional pressures faced by a partner when meeting their counterpart’s extended family during the festive celebrations. To lighten up the stress some customers may be facing, the brands used a humorous jingle to help viewers navigate the pressures.
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. The video then ends with the couple’s humorous interaction with a not-so-familiar relative.
Photo courtesy of 3P and Coca-Cola Singapore and Malaysia.
Related articles:
The Coca-Cola Company appoints new marketing director, ASEAN and South Pacific
Coca-Cola adds a fizzy kick to limited-edition Converse collab
Coca-Cola seems to have learnt its lesson from the 2024 Christmas ad, but why are audiences divided?
