MUMBAI: Beverage conglomerate Coca-Cola has announced plans for a new global marketing campaign that taps the heritage of traditional imagery used by Coca-Cola such as Santa Claus, the Coca-Cola Christmas “caravan” delivery trucks and even a nod to the Coca-Cola Polar Bear. The campaign will also include a new song written by the band Train Shake Up Christmas.
An extension of the global Open Happiness marketing platform, the campaign will be deployed in more than 90 countries around the world through a new television commercial, digital experiences, in-store promotions and packaging.
It represents the first new creative used in a global holiday campaign for the Coca-Cola brand since “Christmas Caravan” that featured holiday themed delivery trucks.
Coca-Cola senior VP Sparkling Brands Shay Drohan says, “We know that during the holiday season people are looking for moments of inspiration to remind them how special the holidays are and connect them with friends and family. “Our 2010 holiday campaign shows how a catalyst such as the spirit of the holidays, the festive images of Santa Claus, a memorable holiday tune or sharing a Coca-Cola can inspire moments of happiness and bring people together.”
The global campaign, developed through a collaboration of marketing teams at Coca-Cola Germany along with the global brand team, will launch around the world next month. The new television commercial “Snow Globe” illustrates the theme of the campaign of how people find happiness through the simple moments of connecting with friends and family that are inspired by Coca-Cola.
The spot, created in partnership with McCann, Madrid, opens with several vignettes of individuals who are obviously feeling separated from friends and family – 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 shot 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 Caravan delivery trucks to roll into action and brings the couple together on the bench. The action 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 soundtrack from Train provides lyrics that echo the same emotion — “Shake it up/ Shake up the happiness/ Wake it up/ Wake up the happiness/ Come on y’all/ It’s Christmas time.” The song features prominently in the campaign and will be promoted through live performances by Train on their current tour.
The strategy of having a commercially released song that is tied to a Coca-Cola campaign follows the success of Wavin’ Flag by K’Naan which was adapted by Coca-Cola for its 2010 Fifa World Cup campaign this past summer.
Train lead vocalist and founding member Pat Monahan says, “The holiday season is one of the best times of the year. The song Shake Up Christmas is inspired by childhood memories of spending time with family and sharing the happiness and hope that the season brings. Having it be part of the Coca-Cola campaign is a wonderful way to share that sentiment with a bigger audience. We are looking forward to performing it for our fans during the coming weeks.”
Shake Up Christmas produced by Butch Walker, will be released as a single worldwide. The song is included as a bonus track on the deluxe version of Train’s latest album Save Me, San Francisco (Golden Gate Edition) which debuts globally on 2 November and will be released by Sony Music.
