The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Coca-Cola Christmas Technology

Coca-Cola focuses its festive push on Twitter with its iconic Christmas truck appearing alongside #HolidaysAreComing

Author

By Tony Connelly, Sports Marketing Reporter

November 4, 2016 | 3 min read

Coca-Cola is centring its Christmas push on Twitter this year after revealing that its famous Christmas truck will appear in tweets when users use the hashtag #HolidaysAreComing.

Coca-Cola

Coca-Cola's Christmas truck will feature on Twitter for the first time

From today (4 November) through until 25 December, Twitter users will able to conjure up the Coca-Cola Christmas truck by including the #HolidaysAreComing hashtag in a tweet.

The greater focus on social media this year follows on from the company's decision to centralise its social media marketing.

The stunt is part of the company’s wider truck tour which returns for a sixth year and will visit at 44 stop nationwide in the run up to Christmas.

During this year’s truck tour visitors will have the opportunity to explore a winter wonderland and enjoy a free drink from its range.

It what is often viewed as the official start of Christmas, Coca-Cola’s iconic ‘Holidays Are Coming’ advert has also been confirmed to be returning to UK screens, 21 years after it first aired.

In addition to the push on social the soft drinks company is also running a charitable project drive during the festive period. As part of its partnership with FareShare, the UK-wide charity that tackles food waste and hunger, Coca-Cola is running an on-pack promotion encouraging consumers to ‘Donate a Meal to Someone in Need this Christmas’.

The campaign requires customers to purchase a promotional pack of Coca-Cola and take a photo of the FareShare logo before uploading it to cocacola.co.uk/donate. Coke have then pledge to donate 25p for each photo uploaded.

Aedamar Howlett, marketing director for Coca-Cola Great UK said: “Coca-Cola is synonymous with the Christmas season and it’s no secret that our much-loved Holidays are Coming advert and Christmas Truck Tour mark the unofficial countdown to Christmas.

“This year, we’ll also put those people who work behind the scenes to make Christmas happen at the heart of our Christmas campaign. We’re proud to celebrate those that go the extra mile to make Christmas a special time of year – we all know someone who goes out of their way to put a smile on everyone’s face and make the festive time of year magical for others.”

Last year’s Christmas marketing saw the brand put a festive spin on its popular named bottles as well as its traditional truck tour, however it faced backlash from some areas of the UK including Leicester where a local MP told the company to steer clear of the city due to the high levels of sugar which the company continued to put in its drinks.

Coca-Cola Christmas Technology

More from Coca-Cola

View all

Trending

Industry insights

View all
Add your own content +