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There’s one brand that’s become almost synonymous with Christmas every year, and that’s Coca Cola. It’s during the festive season that the brand decides to “tell a story” and highlight more human narratives and values, rather than putting product front and centre. We can see this from their Christmas advert this year, which focuses on the notion of kindness rather than being product-centric. The ad, “The World Needs More Santas,” embraces the idea that through acts of kindness, anyone can embrace their inner Santa. Kindness is one of the brand’s core values, and so they felt this was a particularly relevant message during the holiday season. Coca-Cola has long been associated with Christmas and Santa Claus. The iconic ad ‘Wonderful Dream (Holidays are Coming)’, featuring Coca-Cola Christmas trucks and Santa himself, first aired in 1995. And almost three decades later, the ad still consistently performs well against more modern ads from other brands in testing. In fact, Coke’s push towards feelings of happiness and kindness creates strong enough feelings in consumers during the holiday season that they even feel differently about the flavour in controlled tests on the human brain against Pepsi's overall feeling and brand! The bottom line? Evoking the right feelings accelerates how consumers feel about your brand, and at no time is this as heightened as during the Christmas season! 🎄
Mahendra Parmar
8mo
Simple idea with a simple ad.
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8moCoca Cola has become a Christmas sensation through decades of effective branding and holiday messaging. I like how they use feelings of joy, family, and kindness to tap into deeper human values.