UPDATE: Nov. 17, 2023: Coca-Cola will broaden its generative AI-fueled “Create Actual Magic” platform to permit shoppers to design digital vacation playing cards with model property together with its iconic depictions of Santa Claus and the polar bears which have starred in its vacation advertising since 1993. The model may even characteristic consumer-created paintings on digital billboards all through the world, per particulars shared with Advertising Dive.
Dive Transient:
- Coca-Cola launched a vacation marketing campaign, “The World Wants Extra Santas,” that encompasses a new advert in addition to digital and experiential components, per particulars shared with Advertising Dive. The worldwide effort shall be tailored for greater than 80 markets worldwide.
- The long-form spot encompasses a world the place everyone seems to be Santa Claus, earlier than revealing that, within the “actual world,” anybody may be Santa via kindness. The bigger advertising push features a digital quiz, Christmas truck excursions, on-pack competitions and out-of-home components.
- An extension of the model’s “Create Actual Magic” AI platform round vacation postcards shall be revealed later within the season, the corporate stated. The marketing campaign was developed by WPP Open X, led by VML and supported by Gray, Ogilvy, Essence Mediacom, Hogarth and JKR.
Dive Perception:
Coke’s newest vacation marketing campaign extends a virtually century-long theme round Santa Claus and the spirit of kindness and pleasure in the course of the season. “The World Wants Extra Santas” imagines a world the place everyone seems to be Santa Claus, from firefighters and skate boarders to taxi drivers and gymnasium rats, earlier than revealing the facility of kindness and generosity in the actual world. The advert is soundtracked by “I Might Be Santa Claus” by British singer-songwriter Celeste.
Together with the hero spot, the marketing campaign contains experiences in each digital and in-person channels. A “Discover Your Inside Santa” quiz on the model’s app and cellular websites determines a consumer’s “inside Santa” kind, producing an illustration that may be shared on social media. On-pack QR codes result in the quiz and an opportunity to win prizes in choose markets, together with a visit to Rovaniemi, Finland — the “official” hometown of Santa Claus.
The Coca-Cola Christmas Truck shall be on tour this yr, providing shoppers in choose markets the power to ship digital seasonal playing cards, go to native meals stalls and meet native charitable organizations. Out-of-home adverts will go reside in over 80 entrepreneurs, with digital ones directing shoppers to the quiz.
The model additionally teased forthcoming components of the marketing campaign, together with two Christmas brief movies and a holiday-themed extension of its “Create Actual Magic” AI platform, reported to be AI-powered Christmas postcards. Coke has labored to be on the forefront of the generative AI development, per the corporate’s latest earnings name. Together with consumer-facing efforts round artwork, music and a brand new beverage, the corporate has used generative AI to help with insights, market information, analysis and developments, executives stated on the decision.
