Agency: McCann Erickson, Madrid
Coca-Cola Great Britain has kicked off the Christmas season with a multi-million pound festive campaign to support Coca-Cola, diet Coke and Coke Zero that is sure to get consumers in the holiday mood.
The campaign will include the iconic and celebrated ‘Holidays Are Coming’ TVC as well as a second brand new creative ‘Snow Globe’ which will excite and delight consumers.
Hoping to drive further shopper engagement, Christmas 2010 will also see CCGB launch a fantastic Coke Zone partnership and on-pack promotion with X-box Kinectä, interactive digital platform and finally, for the first time this decade, the iconic Christmas truck itself arrives in the UK!
‘Snow Globe’ will premiere on December 13, spreading more festive cheer in the run-up to Christmas. The ad shows how people find happiness through the simple moments of connecting with friends and family, inspired by Coca-Cola.
It is also set to a heart-warming soundtrack created by Grammy Award winning band Train and is sure to bring a bit of Coca-Cola happiness to the cold winter nights.
The new-look ad opens with several images of individuals who are obviously feeling separated from friends and family – a young man working late at night in a grocery store, a couple on opposite ends of a park bench, even a lonely dog in an alley.
It pans out to show they exist in a glass snow globe sitting on Santa’s workshop desk. Santa is taking a break to have a Coca-Cola and he is inspired to pick up the snow globe and gently tilt it as Train’s ‘Shake Up Christmas’ plays.
This causes the Coca-Cola Christmas delivery trucks to roll into action and brings the couple together on the bench. It also sends the grocery clerk tumbling into a shopping cart and rolling through the streets of the city only to end up bursting through the front door of the home, where his family awaits him, for a holiday meal along with the no-longer-lonely pup.
The soundtrack, from Train, provides a fitting backdrop with lyrics that echo the same emotion – ‘Shake it up/ Shake up the happiness/ Wake it up/ Wake up the happiness/ Come on y’all/ It’s Christmas time.’ The song features prominently in the campaign and will be promoted through live performances by Train on their current tour.
The through the line campaign will appear on TVC, outdoor and cinema throughout the Christmas season and be supported by a new Snow Globe digital platform. Packed with Christmas content, consumers will be able to watch the ad, play online ‘snow globe’ games and collect Christmas memorabilia (via Cokezone.co.uk) on the specially created site.
The brand is spreading the magical Coca-Cola spirit of Christmas direct to consumers with a five-week UK tour of the iconic fairy-lit Coca-Cola truck.
The truck will visit a number of retailers and city centres across the country sampling product and providing Christmas entertainment (City Centres only) in the shape of Christmas choirs and brass bands.
During its journey, the truck will make stops in cities including Edinburgh, Liverpool, Leeds and London. Truck fans will also be able to track the truck and find out its next stop using a GPS tracking device linked to cokezone.co.uk.
Coca-Cola is also rewarding consumers with one of this Christmas’ must have pieces of kit in an on-pack promotion sure to bring a little bit of festive joy to many.
Every hour an X-Box bundle, including the new X-Box 360 Kinectä sensor and adventure game can be won using entry via text or an on-pack unique code online at cokezone.co.uk. Codes will feature on special 500ml and 2L bottles of Coca-Cola, diet Coke and Coke Zero.
The Christmas cheer will take to the airwaves in December as Coca-Cola Great Britain partners with 95.8 Capital FM to support the station’s Gift of Giving campaign, which brings Christmas treats to those working over the festive period.
"Coca-Cola Great Britain has a rich heritage in creating fantastic Christmas campaigns that create anticipation and reward,” said GB Market Activation Director for Coca-Cola Great Britain, Zoe Howarth.
“This year we’re delivering a festive stocking full of iconic assets and exciting new executions. Our campaigns old and new are synonymous with the festive season and ‘Holidays Are Coming’ signals the start of Christmas for many.
She added, “We’re looking forward to shaking things up with our new Snow Globe TVC campaign, bringing a little slice of Christmas happiness and rewards to consumers across the UK thanks to a multiple touch-point campaign and significant brand investment.”