The first-ever holiday ad from the Coca-Cola “Taste the Feeling” campaign is spreading yuletide cheer around the world by celebrating unsung heroes who go the extra mile to make the season special for those around them.
Coca-Cola Mexico led the creative strategy behind “A Coke for Christmas”, which was produced by SRA Rushmore-Madrid. In the touching, 30-second TV commercial, a teen wheels a cart of ice-cold Coca-Cola bottles through his neighborhood, sharing them with merry-makers who are working hard to create a festive season and wonderful memories. From a man hanging holiday lights to a mom preparing a holiday meal, each recipient is surprised by the unexpected token of kindness.
“Coca-Cola wants to honor all true holiday helpers who ensure that others experience the uplifting Christmas spirit,” said Diego Bracamontes, marketing IMC director, Coca-Cola Mexico. “We invite everyone to recognize with a Coca-Cola all those who make possible the special moments of this holiday season. When we wrote our letter to Santa, we had one wish: that we all ‘Taste the Feeling’ of Christmas.”
Localized versions of the spot, which features all four Trademark Coca-Cola brands (Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life), are running in 120 countries around the world. The holiday campaign also includes social/digital media activations and new photography featured in outdoor and print ads.
The look of the Coca-Cola polar bears has evolved over the years. These 2016 holiday packaging designs feature a more graphical interpretation of the iconic characters.
In the U.S., Coca-Cola is rolling out limited-edition packages of Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life featuring a pair of beloved holiday icons. The Coca-Cola polar bears are back on bottles, cans and multipacks for this first time since 2013, and the image of Santa Claus first created by artist Haddon Sundblom for a 1931 Coca-Cola print campaign will appear on glass bottles, mini cans, 6-packs and more.
Coca-Cola is also encouraging teens to showcase the ways they “step up” during the holidays. Fans can use the #WeSleigh hashtag to interact, share holiday photos and recognize fellow “unsung holiday heroes” on social media.
The Coca-Cola Holiday Caravan will celebrate its 19th season of spreading happiness to local communities across the U.S.. The six trucks – each illuminated by more than 30,000 red and white sparkling lights – will roll into more than 25 cities through Dec. 18. Coca-Cola also will donate 4,000 toys for teens to Marine Toys for Tots Foundation chapters across the country.
Finally, Coca-Cola fans who want to spread happiness far and wide can continue to purchase and send “Share a Coke” glass bottles customized with names or holiday themes at ShareaCoke.com. Online purchase options include individual 8-oz. glass bottles and 6-packs of 8-ounce glass bottles of Coca-Cola, Coke Zero and Diet Coke.
“For decades, Coca-Cola has brought happiness and refreshment to the holiday season,” said Melissa Palacios, associate brand manager, Coca-Cola Trademark, Coca-Cola North America. “We’re embracing the spirit of unsung holiday heroes through our TV creative, but we aren’t finished there. Through special packaging and our Holiday Caravan’s cross-country tour, we’ll touch millions of Coca-Cola fans and unsung heroes with heartwarming, uplifting experiences.”