Coca-Cola has unveiled details of its Christmas campaign for 2014, which began on Saturday November 8 with the ‘Holidays are Coming’ TV ad break during X Factor.
The campaign also features a new “Give A Little Happiness” TV advert inspired by acts of kindness which also aired that evening and opened with a scene featuring the Coca-Cola Father Christmas and a number of different acts of kindness through various experiences with friends, families and among strangers.
In addition, Coca-Cola’s Christmas Trucks will be visiting over 40 hotspots and cities across the country and will be supported by a sampling, choir and photo experience.
Following on from the Share a Coke campaign that ran over the summer, Coca-Cola is also offering consumers the chance to buy Christmas-themed 500ml packs of Coca-Cola, Diet Coke and Coca-Cola Zero. The set of nine special edition packs are designed to drive incremental sales over the festive period by encouraging shoppers to ‘Share a Coke’ with either Rudolph or one of Blitzen, Comet, Cupid, Dancer, Dasher, Donner, Prancer or Vixen.
Festive graphics will also feature on packs of 330ml, 1l, 1.25l, 4x1.5l, 1.75l, 6 x 330ml and 8 x 330ml Coca-Cola and Diet Coke.
To extend and personalise the theme of giving a little happiness, Coca-Cola will introduce an e-commerce platform and personalised digital greetings card which will allow people to send a personalised video message to family and friends.
Nick Canney, VP sales and marketing at Coca-Cola Enterprises, said: “Coca-Cola has become synonymous with Christmas and the festive period represents a big opportunity for retailers to drive in-store sales. Soft drinks is the top performing seasonal category at Christmas, so we recommend retailers give over the space and display that reflects their importance to shoppers at this time of the year.
“More shoppers buy from the Coca-Cola range than other soft drinks brand at Christmas and spend more on it, leading to a higher basket spend. Our multimedia marketing campaign this year includes TV, digital, out of home, the Christmas truck tour, in-store and PR so visibility will be high. We recommend retailers stayed stocked up on seasonal packs of the Coca-Cola range in the lead up to and over Christmas and New Year.”
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