Coca-Cola’s ‘Cokesticks’ campaign via Ogilvy Vietnam brings Coke back to the dining table

Ogilvy Vietnam has launched a new campaign for Coca-Cola that reimagines the traditional chopstick to make Coke a more natural part of Asian dining culture.

Called ‘Cokesticks’, the idea transforms chopsticks into the silhouette of Coca-Cola’s iconic contour bottle, creating a simple but distinctive brand cue designed to place Coke back at the centre of mealtime occasions across Southeast Asia.

The campaign addresses a familiar category challenge: while Coca-Cola is often seen as the default beverage pairing with Western food, it is not always the first drink consumers associate with Asian cuisine. To shift that behaviour, Ogilvy Vietnam created a playful dining format intended to trigger brand recall before consumers even place their order.

The campaign rolled out across restaurants, street food stalls and delivery platforms throughout Southeast Asia, with KOLs and social content amplifying the activation online.