Coca-Cola makes content marketing push with Christmas anthology on Prime Video

Coca-Cola has launched its Christmas anthology film series Christmas Always Finds Its Way, under a new creative platform, Real Magic Presents.  Launched on Prime Video, the anthology consists of three short films.  Real Magic Presents will see the brand producing new films in different formats all centered around one premise - to share and celebrate stories of human connection, told in different ways. 

Coca-Cola, led by its team in Latin America, partnered with OpenX from WPP in the creative development and production of the Christmas anthology series. Ron Howard’s Imagine Entertainment partnered with production company PRETTYBIRD to produce the films.

 “Through Real Magic Presents, Coca-Cola is continuing the promise of the Real Magic platform that we launched in 2021, creating more innovative experiences and deeper engagement with fans, across multiple channels,” said Selman Careaga, category president, Coca-Cola.  

“Christmas has always been a special time for our brand. This year, with our anthology series, we are excited to be breaking new ground, ensuring we are recognising not just its iconic past but also - in finding new ways to connect with new audiences - its future too,” Careaga added.

To create the anthology, the team tapped PRETTYBIRD’s roster for its directors Vellas (Brazil), JB Braud (France), and Alex Buono (US).  The diverse stories, “Alma”, “Les Petits Mondes De Noël” and “Christmas Bites”, are each set in a different continent but are united by their core creative territory, which celebrates the extraordinary power of Christmas in creating both real and magical connections.

“Alma” is a 12-minute film set in a town in Mexico, famous for making Christmas decorations for the world all year-round. They no longer feel the magic of Christmas, until an event happens to reignite the magic.

“Les Petits Mondes De Noël” is an 11-minute long romantic love story that unfolds between two estranged lovers working at a neighboring record and bookstore in Paris, who rekindle their connection as they create their decorative holiday window displays.

“Christmas Bites” is a comedy set in America around a vampire who meets his girlfriend's parents for the first time, and what happens when he meets his long-time rival, Santa.  The film is 10 minutes long.

“Real Magic Presents is an extension of the ‘Real Magic’ platform, which is to use universal storytelling to bring to life the magic all around us in everyday moments of connection and humanity,” said Pratik Thakar, global head creative strategy and content, Coca-Cola.  

“Christmas provides a wonderful creative canvas for storytelling. We are delighted to have partnered with the incredible team at Imagine Entertainment to bring to life our first Christmas anthology, which celebrates moments of human connection and spirit,” said Thakar.

Thakar added: “And under the umbrella of Real Magic Presents, we are looking forward to working with other talented writers, filmmakers, producers and platforms to bring more stories of ‘Real Magic’ to life.”

“As Coca-Cola looks to create meaningful connections with audiences this holiday season, we’re excited to provide a seamless experience that helps them share these films with viewers around the world,” said Tanner Elton, vice president of US Sales, Amazon Ads.

“From branded content on Fire TV and IMDB to custom Amazon Fresh bags and a Twitch watch-along in Europe, we’re enabling multiple ways for customers to discover these beautiful short films on Prime Video. This program exemplifies the growing opportunities to create new forms of entertainment content and engage audiences in enhanced and rich ways,” Elton said.

From 7 December, customers in select countries with a Prime membership or Prime Video subscription will be able to view the Coca-Cola Christmas Always Finds Its Way anthology as well as eligible non-members, through a free trial. 

Last Christmas, Coca-Cola launched its Christmas campaign, 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".

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