It is Christmas, which means the advertising from Coca-Cola one again goes into overdrive with large red lorries barreling down a wintry road to the catchy theme: ‘Holidays Are Coming’. To many it's an emotive moment of the holiday.
The connection between the winter holiday and the brand is entirely by design, says Coca-Cola’s UK marketing director, Kris Robbens.
“The secret to Coca-Cola’s link with Christmas is down to two things: tradition and evolution. Coca-Cola has been synonymous with Christmas since its early ads of the 1930s and this has no doubt played a part in creating a link between the brand and the festive season,” explains Robbens.
“We’ve taken care to preserve that tradition over the years, meaning that our advertisements are associated with nostalgic memories, and often spark an emotional response of wonder and anticipation when they appear in the run-up to Christmas.”
As to what the tradition means to those in Britain, the brand has released its biggest Christmas campaign to date, including new locations being added to its annual truck tour. Additionally, it is working with Snapchat, Winterland, YouTube series PAQ and Waze to amplify its messaging.
“It’s this combination of new moments and experiences with nostalgia which sparks the unique connection between Coca-Cola and Christmas – and explains why many people believe Coca-Cola marks the official start of Christmas when the Holidays Are Coming advert appears on TV.”
He explains that the new TV campaign aims to embrace the nostalgia of Christmas while raising awareness of what unites people during the holiday.
“Christmas has become an iconic element of Coca-Cola’s annual plan. As part of our Holidays Are Coming campaign, we aim to build an even stronger connection with existing fans and appeal to a new host of consumers through different activities and partnerships."
There is also set to be a focus on driving awareness of its sugar-free brand Coca-Cola Zero during the Christmas period as well.
“As a result, it leads our creative, and with a marketing plan bigger than ever this year, we hope to encourage more people to enjoy Coca-Cola as part of their Christmas tradition,” continues Robbens. He says it has been a big year of innovation at the company and points to new variants, Coca-Cola zero sugar Cinnamon for the second year due to popular demand, we’ve also launched Diet Coke Festive Clementine, offering fans even more flavours and choice.
On the purpose side, it has announced a partnership with homelessness charity Crisis as part of its truck tour, through which it will encourage recycling with every can donated seeing a donation of 10p made.
“Not only does it support and raise awareness of an incredible charity and their efforts to end homelessness, but also encourages recycling as part of Coca-Cola’s World Without Waste goal – a global pledge to collect and recycle a bottle or can for each one sold by 2030,” concludes Robbens.
Read more on this year’s Coca-Cola campaign in the announcement from earlier this month.