My Pick: Campus Magic Food Moments

Taiwan is a beverage kingdom, with countless hand-shaken teas and trendy drinks, and Coca-Cola® sales among young consumers have been gradually declining! Once the most popular drink, Coca-Cola is no longer young people’s go-to drink with meals. How can Coca-Cola®’s happy magic excite young people again and bring it back to their dining tables?

We found that young people have their own moments of happy magic: when they eat together in the campus shopping districts! Whether it’s celebrating a club’s win at the campus pizza place, gossiping about the department over late-night noodles, or celebrating being freed from a report at the steak stall on the corner... Coca-Cola® wants to push the happiness of these moments to its peak and turn get-togethers into “Magic Food Moments”!

Tapping students’ pride in their own schools, we let them dance out their favorite campus food moments in their own way on IG Reels, today’s hottest short-video format, and bring together Coca-Cola®’s cheering power to push campus food across Taiwan!

\The battle of “Coca-Cola® My Pick Campus Magic Food Moments” begins! / Just film yourself eating campus food, paired with the “Coca-Cola® My Pick Dance,” as an IG Reel, and you can rally votes for your alma mater’s food!

Stand up for your school! Coca-Cola® kicks off a campus-food showdown on IG, led by popular boy group [U:NUS] and rising girl group [PINK FUN], who film the super-catchy “Coca-Cola® My Pick Dance” as IG Reels (IG short videos) and name their favorite campus food moments!

Kicked off by the idols, the “My Pick Reels” trend quickly exploded on social media! As many as 17 universities across Taiwan joined the contest, passing the baton to push their own campus food to the top!

So you’ve made your pick, then what? Coca-Cola® cheered on the students who stepped up for campus food with an extraordinary reward: the university with the most participants would get a “Coca-Cola® Free-Flow Food Truck” rolling onto campus, treating the whole school to Coca-Cola® at lunchtime! In the end, National Taiwan Normal University took the crown, pairing its favorite campus food with an all-you-can-drink Coca-Cola® session!

The enthusiastic clamoring from other schools triggered an extra dose of Coca-Cola® magic! The “Coca-Cola® Free-Flow Food Truck” later made pop-up visits to Yuan Ze University, Feng Chia University, and the NTU district, letting even more people feel the magic of Coca-Cola® with their meals!

During the campaign, total social reach hit 1.1 million! On IG and Dcard, as many as 350 campus eateries from across Taiwan were widely discussed. The buzz even set off a wave of “food paired with Coke” comment threads piling up on Threads!

Starting from the shared love of campus food, Coca-Cola®’s magic won over young people’s hearts again, returning as the must-have drink for get-togethers and good food