Coca-Cola has launched its Christmas campaign for the year, celebrating the "real magic" of community and togetherness; synonymous with the festivities. Titled “Real Magic at Christmas”, the campaign features a short film supported by a series of digital activations.
The short film spreads the message of inclusivity through the story of a young boy who tries to build a chimney made of cardboard boxes so that Santa may deliver his presents. The boy's imagination and holiday spirit soon gains the support and goodwill of his neighbours, who join in to build a chimney that spans from the rooftop to all their homes. Everyone then comes together for a festive meal on Christmas Day, as they bond over their "shared moment of magic".
Coca-Cola worked with dentsuMB UK for the creation of the short film. The film will premiere on 15 November 2021, and will be marketed online, on TV and in cinemas. Shorter versions of the films will also be available in over 90 countries.
Manolo Arroyo, global CMO at The Coca-Cola Company, said that this also marks the brand's first Christmas campaign under the new Real Magic brand philosophy. “Coca-Cola has always believed in the magic of Christmas and this year, our campaign celebrates the real magic of human connections. With a simple and uplifting message of unity, inclusion and positivity at its heart, it aims to remind us that all we need for a magical Christmas is shared moments with community and the ones we love," he added.
Coca-Cola unveiled its new global brand philosophy and platform Real Magic in September, which invites everyone to celebrate the real magic of humanity. This marks the first new global brand platform for Coca-Cola since 2016, and features a refreshed visual identity. Inspired by its representation on Coca-Cola’s iconic packaging, the “Hug” logo lifts the curved Coca-Cola trademark on the bottle and can labels to provide a visual signature that will embrace and frame moments of magic across Coca-Cola’s communications.
Separately, the brand recently appointed WPP as its global marketing network partner to play a key role in executing a new marketing model built to drive long-term growth for Coca-Cola's portfolio of brands across more than 200 countries and territories. Known as OpenX, the bespoke WPP team will provide end-to-end capabilities across creative, media and data. The pitch was first called late last year. According to Coca-Cola, the partnership's breadth and depth is unprecedented and is expected to be a catalyst in the transformation of marketing effectiveness and efficiency.
MARKETING-INTERACTIVE's Marketing Excellence Awards is back for the ninth year. There are 40 categories this year for brands to showcase your creative excellence, successful strategies and effective delivery. Click here to register!
Coca-Cola taps WPP for global marketing duties, new agency model unveiled
Coca-Cola unveils new 'Hug' logo as part of refreshed brand philosophy
Coca-Cola uses packaging as 'billboard' to push 'Recycle Me' messaging in ASEAN
Coca-Cola and Campbell's make a move into NFT scene
3 priorities for Coca-Cola as marketing comes back in focus with revenue momentum