Coca-Cola‘s Christmas campaign, “The World Needs More Santas”, directed by Pontus Lowenhielm of Pulse Films, launched in Australia and over 80 international markets, and celebrates the power of kindness this festive season.
The advertisement shows a cityscape teeming with numerous Santas, all helping and supporting each other. The concluding scenes reveal that these portrayals represent people embodying their “inner Santa” through acts of generosity and goodwill, concluding with the slogan: “The World Needs More Santas.”
The company has a historical association with Santa Claus imagery, dating back to its initial use in Christmas advertisements during the 1920s. In 1931, Coca-Cola engaged Haddon Sundblom, a Michigan-born illustrator, to craft images of Santa that were worked into the brand’s holiday campaign.
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The Christmas campaign involved a comprehensive above the line strategy across TV, cinema, out of home, social, and digital channels. Additionally, Coca-Cola is collaborating with Australian influencers to amplify the festive spirit through a “12 Acts of Kindness” initiative. Influencers will urge their followers to embrace their inner Santa and participate in their acts of kindness.
Kate Miller, marketing director for Coca-Cola South Pacific, described the campaign as, “a celebration of the magic of Christmas.
“Small acts of kindness can make a big difference and that’s what Santa, and Coca-Cola, are all about. We’re encouraging everyone to bring out their inner Santa this holiday season.”