Coca-Cola: Max+ Takes Tan Bo Shi Tal to Mandalay

Coca-Cola's World Without Waste commitment had been localised in Myanmar as Tan Bo Shi Tal, a nationwide campaign against littering and for recycling. The campaign needed to reach beyond Yangon and beyond adults, because recycling habits are formed early.

At the same time, Max+, Coca-Cola's sparkling brand for teenagers, was launching a roving cinema truck across upper Myanmar. The two programmes had separate objectives and separate audiences, and the opportunity was to make them stronger together.

Ruder Finn Era, then ERA Communications, saw the cinema truck as a ready-made platform for the recycling message. By pairing Max+, a brand teenagers already loved, with Tan Bo Shi Tal, the team could introduce sustainable behaviour to young people in a setting that felt like entertainment rather than instruction.

The activation was anchored in Mandalay, with an exclusive media trip for five journalists who followed the truck, experienced the activation and met the teenagers taking part. Coverage carried both stories at once: a fun brand moment for Max+ and a serious commitment from Coca-Cola to recycling in upper Myanmar.