This year Coca-Cola’s Christmas campaign runs in two phases - ‘anticipation’ and ‘celebration’, an attempt to exploit on the idea that the unofficial countdown of the Christmas season is signaled by Coke’s adverts.
Five-second teaser clips of the well-loved ‘Holidays are Coming’ advert started on November 17 to build up ‘anticipation and excitement’, with the full length TV spot airing from November 24. A second TV advert will start from December 1,
The integrated campaign combines outdoor, TV, digital and an on-pack promotion.
Coca-Cola has revisited its famous Haddon Sundblom art-work by commissioning a contemporary Swedish artist, Mikael Eriksson, to recreate Sundblom’s famous Santa Claus for its 96 and 46 sheet outdoor ads, but this time he’s sprinkling the magic of ‘Coca-Cola’ within everyday contemporary settings.
Running in tandem with ‘The Holidays Are Coming’, the first outdoor creative sees Santa getting his ‘Coca-Cola’ juggernaut ready for Christmas.
The second burst of TV in the campaign replaces ‘The Holidays are Coming’ advert with the return of the celebratory ‘Greatest Gift’ in 30 and 60 second TV spots.
In parallel, Erikkson’s next two Sundblom-inspired outdoor executions will hit the streets, showing Santa giving gifts of Coca-Cola to a Christmas shopper in the High Street, plus a group of travellers on the underground.
Cathryn Sleight, Marketing Director for CCGB, explains the thinking behind the campaign “With such a rich history in Christmas TV advertising, we’re really looking to build the anticipation and celebration during the festive season. The ‘Coca-Cola’ Santa Claus has traditionally taken a starring role in our festive TV ads and it was this that inspired us to revisit his iconic imagery, given he has been well-known and loved across the world since the 1930s.”
The campaign also incorporates digital elements, designed by AKQA, including Christmas ‘cards’ to send to friends via mobiles, a Google maps application which allows users to get creative by decorating their own home or friends’ houses with sparkling virtual Christmas lights and ‘gift-giving’ application on Facebook.
Coca-Cola is also releasing special holographic Christmas 10 packs.
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