While the company has been more selective with its marketing this year, the holiday campaign shows that it wants to continue to own Christmas, which it has been advertising around for 100 years. Pepsi—which has not done much holiday marketing over the years—made a move last year to grab some of Coke’s Christmas turf with a campaign starring Cardi B.
Pepsi has not yet foreshadowed if it will engage again this year. But Coke is going all-in. Globally, the campaign includes Santa imagery on packaging and out-of-home buys. In the U.S., the brand will swap in polar bears for Santa Claus on packaging and in outdoor media.
The TV ad will get “marquis media slots throughout the holiday season” in the U.S., according to a spokeswoman, including during National Football League games, which are the most expensive buys on TV.
Th ad shows a father leaving for work (on a coastal wind farm) as his daughter hands him a letter to mail to Santa. While at work he realizes he forgot to mail the letter, setting him off on a mission that takes him through seas, cliffs, jungles and tundras before he gets to the North Pole. It appears Santa has already left, until he shows up driving a Coke truck decorated for the holidays—and he eventually gives the dad the letter back, which reads, “Please bring daddy home for Christmas.”
November 09, 2020 at 05:00AM
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Santa drives a Coke truck, not a sleigh, in soda's big-budget global Christmas ad - AdAge.com
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