Coca-Cola names Luxury Box as digital AOR for Ice Dew in China

Luxury Box has been entrusted with the digital engagement strategy, creative and implementation for Ice Dew in 2012, though the assignment began with immediate effect.

The appointment followed an intensive pitch three-way pitch with two other 4A digital agencies.

BBH is currently the creative agency for Ice Dew, Coca-Cola also work with wwwins Isobar and AKQA for the digital business of its other brands.

“We came up with ideas that we love. So it is just exciting that we can have a chance to realise them.” Canon Wu, chief creative officer of Luxury Box said.

Bottled water brands face a cluttered market segment in China, with Ice Dew competing for market share with other international brands from the likes of Nestlé, Master Kong, Pierrier and Evian, as well as a host of local brands.

In 2010 Coca-Cola China launched an eco-friendly light weight bottle for Ice Dew. The bottle is designed such that it can be easily twisted and compressed after consumption, thereby saving more than 70 per cent of the space needed in rubbish collections or while the bottle makes it way to recycling.

Luxury Box, formerly Can Create, is set to merge with McCann event agency Momentum Worldwide this year. John Steere, managing director of Momentum in Greater China says this will create a total "phygital" solution

"We make the digital world tangible and the physical world limitless," he said. "In doing so we add a new layer, a 'phygital' dimension, that creates greater value and engagement for our clients and consumers."