The Coca-Cola Company announced plans for a new global marketing campaign that taps the iconic heritage of traditional imagery used by the brand such as Santa Claus, the Coca-Cola Christmas “caravan” delivery trucks and even a nod to the Coca-Cola Polar Bear, while including a new song written by Grammy Award winning band Train.
The campaign, an extension of the global “Open Happiness” marketing platform, will be deployed in more than 90 countries around the world through a new television commercial, digital experiences, in-store promotions and packaging. It represents the first new creative used in a global holiday campaign for the Coca-Cola brand since “Christmas Caravan” that featured holiday themed delivery trucks.
The global campaign, developed through a collaboration of marketing teams at Coca-Cola Germany along with the global brand team, will launch around the world in November. The new advert “Snow Globe” illustrates how people find happiness through the simple moments of connecting with friends and family that are inspired by Coca-Cola.
The spot, created in partnership with McCann, Madrid, opens with several vignettes of individuals who are obviously feeling separated from friends and family—a young man working late at night in a grocery store, a couple on opposite ends of a park bench, even a lonely dog in an alley. The shot pans out to show they exist in a glass snow globe sitting on Santa’s workshop desk. Santa is taking a break to have a Coca-Cola and he is inspired to pick up the snow globe and gently tilt it as Train’s “Shake Up Christmas” plays. This causes the Coca-Cola Christmas Caravan delivery trucks to roll into action and brings the couple together on the bench. The action also sends the grocery clerk tumbling into a shopping cart and rolling through the streets of the city only to end up bursting through the front door of the home where his family awaits him for a holiday meal along with the no-longer-lonely pup.
The soundtrack from Train features prominently in the campaign and will be promoted through live performances by Train on their current tour. “Shake Up Christmas” will be released as a single worldwide.