Coca-Cola on Monday (Nov. 3) launched “Refresh Your Holidays,” a holiday campaign that includes two new spots and experiential activations, according to details shared with Marketing Dive.
Notably, the campaign features a “refreshed and optimized version” of “Holidays Are Coming,” an ad developed with generative artificial intelligence (AI). The new iteration of the 60-second ad begins with Santa Claus popping the top off a bottle of Coke before following the journey of delivery trucks that power lights and capture the attention of animals — polar bears, penguins, puppies and rabbits, among others — as they drive by.
While the original ad was a source of controversy when it released last year, Coca-Cola executives maintained that it passed the company’s benchmarks for Christmas advertising — as well as those of competitors. Coke’s ties to the holidays run deep, with its marketing playing a role in influencing public perceptions of figures like Santa Claus over time. That raises the stakes for Coke’s bets on AI-powered creative.
“Building on last year’s campaign, this evolution truly embodies our commitment to inspiring human connection and uplifting moments especially during the holiday season,” said Islam ElDessouky, global vice president, creative strategy and content at Coca-Cola, in a statement.
The campaign also includes a new 30-second TV spot that will run in North America, Latin America and Asia South-Pacific markets. “A Holiday Memory” centers on a woman decorating for the holidays who finds a snow globe and remembers a lively gathering where “Feliz Navidad” was performed.
“Refresh Your Holidays” was developed by WPP Open X, led by VML and supported by EssenceMediacom and Ogilvy and will run across channels including TV, online video, digital, out-of-home, social, in store and on pack. The effort also includes a tour of the brand’s iconic Christmas trucks in November and December.
Coca-Cola in Q3 saw net revenue grow 5% to $12.5 billion despite a challenging macroeconomic climate, per an earnings report.
“Our marketing transformation is centered on connecting deeply with consumers through digital engagement, personalized experiences and cultural relevance,” CEO James Quincey said on a call around the earnings.
