Coco-Cola launches biggest ever Christmas campaign to drive consumer engagement
Coca-Cola’s ‘Holidays Are Coming’ ad has made its return, backed by the biggest ever media spend for the soft drinks giant.
The campaign launched with the Coca-Cola Christmas Truck Tour, which kicked off last week, and will stop at 19 different locations. This year, Coca-Cola has partnered with national homeless charity Crisis and will donate 10p for every can sampled and recycled throughout the truck tour.
Meanwhile, the TV ad (shown above is the ad from last year) will launch this weekend followed by a new global advert that Coke said will “remind us that there is more that unites us than divides us.”
“For many people, the Coca-Cola Holidays Are Coming campaign signals the start of the festive season said Kris Robbens, marketing director at Coca-Cola Great Britain and Ireland.
“This year, we’ve taken the iconic and much-loved campaign and made it the biggest yet by bringing back the elements people love and adding new partnerships, activity and special moments to bring it to life in even more ways that we hope our existing fans and new ones will love.”
This year’s media plan will feature TV, out-of-home and include take overs of digital screens and spaces in travel hubs around the UK, including major train stations. Coke will take over busses in London, decorating them with lights and a lenticular visual of Santa, as well as Piccadilly Lights throughout November and December to host Christmas karaoke.
A partnership with Snapchat will see it release a dedicated filter while it’s worked with navigation app Waze to have the voice of Santa direct drivers.
Finally, marketing the return of Coca-Cola zero sugar Cinnamon for the second year, the brand will take over Oxford Circus station and make it cinnamon scented, supported by an activation at Winterland which will see it create a cinnamon inspired igloo experience.
Source: The Drum
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