VIETNAM – In celebration of the Vietnamese New Year, Tet Nguyên Dán, Coca-Cola Vietnam has launched a special series of packaging that puts the festival of sharing good fortune, happiness and new year wishes with family and friends in the spotlight.
As one of the most widely consumed beverages during the Tet holiday, Coca-Cola decided to introduce a new packaging design specially for the festival which spreads happiness and Tet appreciation nationwide with the carbonated soft drink.
Created by Vietnamese design agency Rice Creative, the new packaging design utilized Coca-Cola’s Tet symbol – the Swallow Bird – to develop an eye-catching central graphic consisting of hundreds of hand-drawn swallows crafted and carefully arranged around a custom script which together form a series of meaningful Vietnamese wishes:
- "An", means Peace;
- "Tài" means Success;
- "Loc" means Prosperity.
These words are widely exchanged throughout the holiday, and traditionally adorn Tet decorations.
“With this special festive packaging, the simple act of sharing a Coca-Cola beverage is transformed into a meaningful gesture,” explained Rice Creative. “Sellers from supermarkets and small street side shops took pride in decorating their shelves with Coca-Cola, as points of sale around the nation became festive environments.
“Suddenly, Coke was a reminder and a carrier of the fundamental spirit of the holiday.”
Tet, or Vietnamese New Year, is the most important celebration of Vietnamese culture and celebrates the "Feast of the First Morning of the First Day". It marks the arrival of spring based on the Vietnamese calendar, a lunisolar calendar, which usually has the date falling between the months of January or February.
Tet is celebrated on the same day as Chinese New Year (or “Lunar New Year”), which is celebrated by the ethnic Chinese around the world.
This year, the Chinese New Year and Tet celebrations begin today, 31 January 2014.