Coca-Cola says the world needs more Santas : Marketing journal


| editorial office, TZ

Coca-Cola Santa doesn’t skimp on the Christmas campaign. They ride a skateboard in it, do laundry, or go to a fire service. It supports the idea that everyone can be Santa.

Coca-Cola, Christmas and Santa Claus go together. It was the placement of this character in Coca-Cola’s Christmas ads from the 1930s that helped his current status and, above all, his form. Even in this year’s Christmas spot, the figure of Santa Claus is synonymous with kindness, generosity and goodwill. And you definitely won’t see him just once.

The campaign celebrates the magic of Christmas. “The central idea of ​​this year’s Christmas campaign is that each of us can be Santa and that the real magic of Christmas lies above all in making someone happy with a good deed or an act of kindness,” explains Mária Drotárová, Senior Marketing Manager for the Czech Republic and Slovakia, the main idea of ​​the campaign, with the entire campaign pointing to the fact that even a small act of kindness can mean a lot.

The agency Open X and production Stink Films are behind the spot, directed by the collective Traktor.

Roadshow of Christmas trucks across the whole of the Czech Republic and Slovakia

In addition to the new Christmas spot, Coca-Cola is also coming with the popular Christmas truck roadshow. The brand will send its truck together with Santa to 42 locations throughout the Czech Republic and Slovakia. Of course, Santa Claus and his helpers will be part of the individual stops. In addition, there will be a Santa quiz for all visitors, the opportunity to take original photos with Santa and his elves or peek into the Mix Reality Christmas Santa world with Meta Quest glasses. You can find the roadshow map with all the stops here.

In addition to the magical Christmas atmosphere, the trucks also bring the whole idea of ​​the campaign. Each of the visitors can become Santa Claus for someone. In cooperation with the well-known cook and comedian Chili Ta, Coca-Cola has prepared refreshments that people will be able to buy at the truck. “By buying refreshments, people will support those who really need it. This year, Coca-Cola decided to join forces withCesqyI have Slovakiaym Cervenymkzestem and vewithkéré donates the proceeds from the sale of food and Christmas items to those in need,” adds Veronika Němcová, director of communications and social responsibility of Coca-Cola for the Czech Republic and Slovakia.

Christmas is a good time to give gifts. However, Czechs like to support those in need all year round

A survey of the Coca-Cola company, which was carried out by the MNForce agency in October of this year, showed that Czechs are involved in charitable activities all year round. However, roughly 20% of respondents plan to help those in need during the Christmas season. More than 70% of Czechs have been involved in at least some charitable activity in the last two years, the most common being clothing collections for people in need and financial donations to non-profit organizations. The survey also shows that Czechs would most like to support abandoned animals, the elderly or children from orphanages.

Coca-Cola invites several of its customers to the Arctic Circle

Marketing activities are traditionally complemented by a national consumer competition. Under the lids of the drinks, consumers will find a QR code that they can use to enter the competition for prizes in the Coke app. The main prize is a stay in a romantic place on the Arctic Circle, in the town of Santa Clause. The marketing concept is complemented by digital advertising tools including influencers, OOH advertising, strong support at the point of sale and PR communication. The global Christmas campaign is running in more than 100 global markets.

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