Bangkok was my first stop and initial foray into South East Asian Advertising, so I thought I would share my first impressions. 

Stacks of empty Coca-Cola bottles in bar in Bangkok

Coca-Cola is everywhere in the touristy areas in Bangkok. We are staying just off of Khao San Rd and the streets are littered with Coca-Cola branding, from umbrellas and stickers, to signs and street sellers’ aprons. I guess for a touristy area, Coca-Cola is a safe brand to use to attract westerners.  

But the sheer ubiquity of Coca-Cola suggests that Bangkok has welcomed the sugary American Export with open arms. It can be found on the menu of even the tiniest of food stalls in Bangkok’s China Town, (where the Coke logo makes it easier to spot it on the menu).

Stall in China Town with Coca-Cola on the menu

It is interesting, that in Thailand Coca-Cola manifests itself in the local language. Initially when I was on the look out for the familiar curly Cs I was a little stumped. However, it seems that Coca-Cola in Thailand has opted to localise their iconic branding to a short 3 letter name (presumably reading Coke in Thai). This suggests that Coca-Cola’s popularity spreads far beyond Khao San Rd and western backpackers and onto native shopping lists. 

As this is an initial thoughts piece, and I am still trying to find my feet in the far east, I am not sure I can comment on how Coca-Cola’s behaviour then fits in with Thai concepts of happiness. What I can comment on is how Coca-Cola in Thailand is received by travellers. A familiar sight in noisy, 30+ degree heat, the bright red shimmering letters of Coca-Cola shout of cool refreshment. Diet Coke is not as common place here, with many vendors opting to just sell Coca-Cola, Sprite and Fanta Orange from Coke’s huge repertoire. Despite this limited choice, Coca-Cola’s beverages represents to the traveller safety. With so many warnings about Delhi-belly and dodgy ice backpackers find themselves reaching all the more readily for that familiar red label, myself included, knowing it represents consistency in quality and also flavour. It is an easy choice in an overwhelming situation. 

The overwhelming sites of Khao San Rd, Bangkok

This also means vendors who choose Coke branding, as opposed to a Thai counterpart, are more likely to attract the travellers’ hard earned Baht, as the American brand suggests the staff within are more likely to speak English. You can see this association extending beyond just cafes with hostels also using the strength of the brand to reassure customers.

Bangkok Guesthouse using Coca-Cola Branding to attract customers

In terms of actual Coca-Happiness  campaigns in Thailand, there do not seem to be Thai names on bottles here, so that campaign has not spread to this area of the world as of yet. I will need to do more digging when next in Thailand to see what other campaigns I can spot.