As part of its Christmas campaign, 'A Year to Share,' Coca-Cola is inviting people to leave their differences aside and get together around the Christmas table to celebrate unique moments as a way of overcoming the tensions that have been dividing families and countries around the world.
To help do that, Coca-Cola has launched a new digital tool and a video supported by Google Trends technology and the 2019 Google searches made around the world.
“We have analyzed the global conversation throughout the year and discovered two revealing truths: the tensions and conflicts expressed in Google Trends searches throughout the year become coincidences that express union, peace, and harmony in December – when everyone searches for the same," said Ignacio Zuccarino, head of creative at Google Latam.
"In addition, although Christmas searches get mostly concentrated in a single month, the volume of searches on the themes that unite humanity is much higher than the volume of searches on themes that divide it. Data has spoken for itself and proved that the Coca-Cola's slogan is more than a slogan. We then created a platform to share this discovery with the world."
Although throughout the year we have looked up topics that might have separated us, such as “gay marriage”, “youth protests against climate change” or “Notre Dame’s fire”, at Christmas, the searches show that we all get together around common topics: “How to make a surprising a gift”, “How to make the best Santa costume”, “Traditional Recipes”, “How to cook for 12 people”, “How to put on a Christmas light show”.
The campaign video shows those topics and scenes that divided people with a Google search field over each one as the months count down to December.
Through the campaign, users will have access to a special version of Google Trends dashboard for Coca-Cola, the free tool that allows people to find the trending searches around the most popular topics.
The platform allows users to explore the topics that have divided people throughout the year, along with the topics that are bringing them together in December using Hot Search, the solution that enables users to see the most popular Google searches in real-time.
Juan Pablo Álvarez, creative vice-president at Ogilvy Colombia, said: “We have been in love with this project since the start, because this campaign proves that our Christmas concept is more than nice words, it is actually data. Irrefutable data, but humanized. We wanted to take the algorithm even further, make it warmer and more emotional, especially this year when the world seems more polarized than ever. Times like these calls for brands like Coca-Cola to defend what they stand for and show those lights of hope so as to bring people together and demonstrate that we can always improve as human beings.”
“Google’s and Coca-Cola’s purposes are different but, in line with the message of our Christmas campaign, we have taken into account all that we have in common to establish a shared enhanced view, such as inviting to discover the joy in the world or finding the bright side in everyone,” explained Alejandro Melcón Ordóñez, content excellence senior manager at Coca-Cola Latin Center.