The Coca-Cola Co has marked its centenary of Christmas advertising for brand Coke with a COVID-themed global campaign that focusses on the gift of presence over presents.
The new seasonal activation, which comes 100 years after Coca-Cola’s first, centres around a TV ad titled ‘The Letter’ that shows a father making an arduous trek to the North Pole on behalf of his daughter. The marketing drive will run in around 90 markets including the US.
Walter Susini, Coca-Cola Europe’s senior VP of marketing, said the campaign aims to promote unity during a “unique holiday season” that for many consumers will be celebrated over digital video platforms.
“Physical distance doesn’t mean we can’t be present,” Susini added. “With the pandemic, we’ve seen how we are able to use technology to great effect to connect with those we love.”
The new ad was directed by Taika Waititi, the Oscar-winning New Zealand director of Jojo Rabbit and Hunt for the Wilderpeople.
Beverage companies are tailoring their advertising to the coronavirus era with Coca-Cola leading the way. During lockdowns, the group halted its global brand marketing efforts and instead promoted health advice and support for care-workers. In May, the company resumed brand marketing with regional Coke ads and, in July released the first brand Coke advert since the pandemic started.
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