Coca-Cola has revamped its Christmas campaign ‘Holidays Are Coming’, this time making Coca-Cola Zero Sugar the hero of its marketing in a bid to reach a new audience and reconnect them with the brand ahead of the festive period.
The TV spot, which will air this month, will follow a similar format to previous Christmas adverts. However, it will also feature a range of new partnerships that aims to bring to life the classic Coca-Cola campaign, including working with The Kingdom Choir, which has recorded a new version of the Holidays Are Coming tune that can be heard across Coca-Cola’s social channels or downloaded via iTunes from 9 November.
The Coca-Cola truck tour will also be returning, but once again Coke Zero will be the focus with the trucks branded with the no-sugar drink
“Our challenge every year is to take a tradition that is loved by many and bring it to life in new ways that feel fresh and relevant, especially to our core target audience – young adults,” Alec Mellor, marketing manager at Coca-Cola GB, says.
“This year also marks a significant shift for Coca-Cola as zero sugar will be the Christmas campaign hero – connecting with consumers who have made zero sugar their drink of choice.”
To mark the festive shift to Zero Sugar, Coca-Cola is launching a limited edition flavour, Coke Zero Sugar cinammon. The new flavour will be promoted at Oxford Circus station, which will be cinnamon-scented.
Holidays Are Coming will feature across out of home (at major train stations and airports), digital, social and TV. As part of its social media campaign, Coke will join forces with Snapchat to create a lens to drive social engagement, and promote its first on-pack promotion with Capital’s Jingle Bell Ball.
Additionally, the drinks giant will sponsor a live stream of Capital Radio’s Jingle Bell Ball via Twitter and is partnering with LADBible, which will explore the company’s archives in order to reveal how Holidays Are Coming became what it is today.