This is how The Coca-Cola Company create a strong positive emotion during the Holiday season 🎅🏼
In 1930, the soft drink company started using Santa Claus in its advertising at Christmas time.
Haddon Sundblom, an illustrator, created a warm and friendly image of Santa Claus enjoying a coke, which soon became a cultural icon symbolising the brand with Santa’s red suit.
Since then, the company has featured Santa Claus in all their marketing efforts including:
Out of home billboards
In-store promotions
Packaging designs
Adgates
He’s even featured in the brand’s Holiday ads with this year’s Christmas campaign titled:
“The World Needs More Santas” which focuses on kindness and goodwill, aligning the brand’s values with the meaning of Christmas.
But Coke didn’t stop there. In 1995, the brand introduced its Christmas truck as part of their Holiday marketing campaign.
The iconic “Holidays Are Coming” ad featuring the Christmas truck has become a symbol of the Christmas season. Consumers even say it’s not officially Christmas until the ad is on tv or began its tour!
According to System1, Coke’s classic Truck advert has scored a consistent 5 stars for the 6th year in a row, showing the long term effectiveness and positive emotion associated with the ad!!! 👏🏽
So what can we learn from Coke’s Christmas marketing?
1. Storytelling is Important
Coca Cola has created a narrative around Santa Claus enjoying a Coke during his Christmas journey.
Lesson: crafting a story around your products or brand allows you to capture your audience's attention and make your marketing more memorable. Coke has used Santa Claus but noticeably more brands are using characters at Christmas time.
2. Brand Visibility and Promotion
Coca Cola‘s Christmas truck is a brilliant advertising asset. Travelling to various locations across the world, making stops where people can see the truck, take photos, and participate in festive activities not only promotes the brand but also engages with their community.
Lesson: how can you engage with your community through your brands advertising assets?
3. Emotional Connection
Coca Cola builds an emotional connection with their consumers at Christmas because their campaigns are aligned with the values of the festive season, creating a sense of kindness, togetherness, magic and joy.
Lesson: how do you want your consumer to feel when engaging with your Christmas marketing?
Coca Cola leverages the magic of storytelling in a festive way that they will continue to be an excellent example of strategic branding and story-led marketing.
Let me know what other brand’s marketing you love at Christmas! ✨
