Coca‑Cola is bringing holiday magic to fans this year by leaning into its Christmas heritage and serving up a few seasonal surprises.
Holiday packaging and advertising features reimagined creative expressions of two brand icons, the Sundblom Santa Claus and the Coca‑Cola Polar Bears, courtesy of Wieden + Kennedy. The beloved bears can be seen playing and interacting on cans, bottles and multipacks, while Santa is featured on 6-pack glass bottle carriers.
The Coca‑Cola Polar Bears also take center stage in the brand’s first large-scale Augmented Reality (AR) activation. By using the Coca‑Cola mobile app to scan holiday cans and bottles, fans can explore the bears’ “arctic home” and share a little holiday magic.
Different packaging options unlock different Polar Bear experiences –from a sledding scene inspired by the 2013 Coca‑Cola holiday ad, to snowball fights, to a holiday light show. When two cans are scanned together, the Polar Bear family will tap out “Jingle Bells” on glass Coke bottles. Coca‑Cola Digital Platforms, the company’s in-house creative agency and San Francisco-based Tactic collaborated on the AR experience.
“We wanted to give fans a fun new way to engage with the brand and bring the magic of the Polar Bears to life,” said Allie Blalock, digital engagement manager, Coca‑Cola North America.
Coca‑Cola also is spicing up the season with the limited-edition launch of Coca‑Cola Cinnamon, which blends the delicious taste of Coca‑Cola with a warm cinnamon flavor associated with the holidays. Coke is partnering with Brown-Forman and Delish to create holiday cocktail and food recipes featuring the limited-edition flavor.
“Coca‑Cola and the holidays have been inseparable for decades,” said Oana Vlad, brand director, Coca‑Cola Trademark. “This is the season when loved ones come together and take a relaxing pause. We are honored to be a part of holiday traditions, inviting fans to smile and delight in a little magic, whether through our family of Polar Bears or through a delicious Coca‑Cola Cinnamon.”