For the 2016 Olympics Coca-Cola has adapted it’s global campaign idea to the Chinese market. The 2016 Message: “Gold” is not about winning at all costs.

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The campaign is an example of how marketers in China try to tap into the national zeitgeist. China experienced years of fast-paced economic growth and development; growth has slowed, and the government has pushed to rebalance the economy to something more sustainable. That feeling has trickled down to ordinary people too, with a sense that after years of striving to get ahead, it’s time to take stock of what’s important.

“People are trying to lead a more balanced life – it’s not about winning at any cost,” said Richard Cotton, head of creative excellence for Coca-Cola China.

See the video and further background from AdAge here.

Coca-Cola partnered with internet giant Tencent and its social network Qzone, which has 588 million monthly active users. It has a feature similar to Facebook’s “On This Day,” which offers prompts about memories people have shared in the past. Coke is sponsoring the memories, turning them into “Gold Moments.”

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