Coca-Cola Great Britain is unveiling its Christmas season activity, starting with the return of the traditional ’Holidays Are Coming’ TV commercial on 12 November and ending with a new “Snow Globe” ad.
The multi-million pound festive campaign has been created by McCann Madrid and Snow Globe will run globally from 13 December after a month long trail with the 2010 version of the traditional ’Holidays Are Coming’ TV commercial.
The Snow Globe ad shows how people find happiness through the simple moments of connecting with friends and family, inspired by Coca-Cola. It is also set to a new soundtrack created by Grammy Award winning band Train and opens with several images of individuals who are obviously feeling separated from friends and family including 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 ad then 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 delivery trucks to roll into action and brings the couple together on the bench. It 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 through the line campaign will appear on TVC, outdoor and cinema throughout the Christmas season and be supported by a new Snow Globe digital platform on the Coke Zone website, created by Carlson Marketing, which will be filled with Christmas content. Consumers will be able to watch the ad, play online ’snow globe’ games and collect Christmas memorabilia on the specially created site.
Experiential activity will see a five-week UK tour of the iconic fairy-lit Coca-Cola truck from 11 November. The truck will visit a number of retailers and city centres across the country sampling product and providing Christmas entertainment in the shape of Christmas choirs and brass bands in cities including Edinburgh, Liverpool, Leeds and London. During its journey, the truck will make stops.
Truck fans will also be able to track the truck and find out its next stop using a GPS tracking device linked to Coke Zone.
From 10 November to 10 December, Coca-Cola will reward consumers with one of this Christmas’ must have pieces of kit in an on-pack promotion sure to bring a little bit of festive joy to many. Every hour an X-Box bundle, including the new X-Box 360 Kinectäsensor and adventure game can be won using entry via text or an on-pack unique code online at Coke Zone . Codes will feature on special 500ml and 2L bottles of Coca-Cola, diet Coke and Coke Zero.
Coca-Cola Great Britain will also partner with 95.8 Capital FM to support the station’s Gift of Giving campaign, which brings Christmas treats to those working over the festive period.
Zoe Howarth, GB market activation sirector for Coca-Cola Great Britain, says: “Coca-Cola Great Britain has a rich heritage in creating fantastic Christmas campaigns that create anticipation and reward. This year we’re delivering a festive stocking full of iconic assets and exciting new executions.
“Our campaigns old and new are synonymous with the festive season and ’Holidays Are Coming’ signals the start of Christmas for many. We’re looking forward to shaking things up with our new Snow Globe TVC campaign, bringing a little slice of Christmas happiness and rewards to consumers across the UK thanks to a multiple touch-point campaign and significant brand investment.”
This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.