Coca-Cola Launches Enigmatic Soda Brand OOHA in Thailand

Coca-Cola is launching a new drink with an undefined flavor, dubbed OOHA, in Thailand.

OOHA promises an “explosion” of two flavors, such as lychee and yogurt, lemon and salt, and peach and oolong tea, with every sip.

Coca-Cola employed well-worn movie tropes to launch the drink.

The brand campaign comprises a series of short films featuring an array of wacky characters, including pink ninjas, owl cowboys, and thirsty gibbons .

Ogilvy Singapore was brought on board to break through to consumers who are unaware or otherwise disinterested in the product.

With the campaign, Coca-Cola will reach out to soda drinkers for whom cola is no longer enough.