Beverage News

Coca-Cola to 'Shake up Christmas' with new campaign

October 26, 2010
/ Print / Reprints /
ShareMore
/ Text Size+

The Coca-Cola Co., Atlanta, will debut a new holiday campaign with a new song written by Grammy Award winning band Train. The campaign is an extension of Coca-Cola’s global “Open Happiness” marketing platform and will be featured in more than 90 countries through a new television commercial, digital experiences, in-store promotions and packaging. It is the company’s first new creative used globally since its “Christmas Caravan” program, which featured holiday-themed delivery trucks.

“We know that during the holiday season people are looking for moments of inspiration to remind them how special the holidays are and connect them with friends and family,” said Shay Drohan, senior vice president of sparkling brands for The Coca-Cola Co., in a statement. “Our 2010 holiday campaign shows how a catalyst such as the spirit of the holidays, the festive images of Santa Claus, a memorable holiday tune or sharing a Coca-Cola can inspire moments of happiness and bring people together.”

Coca-Cola’s new holiday campaign will launch in November with “Snow Globe,” a new television commercial that shows several vignettes of individuals who are feeling separated from friends and family, including a young man working late at night in a grocery store, a couple on opposite ends of a park bench and a dog alone in an alley. The commercial shows the scene exists in a snow globe sitting on Santa’s workshop desk. As Santa enjoys a Coca-Cola, he is inspired to pick up the snow globe and gently tilt it as Train’s “Shake Up Christmas” plays. This causes the Coca-Cola Christmas Caravan delivery trucks to roll into action and brings the couple together and sends the grocery clerk rolling to his family where the no-longer-lonely dog waits for him to enjoy a holiday meal.

“Shake Up Christmas” by Train provides a backdrop to the commercial with the lyrics: “Shake it up/ Shake up the happiness/ Wake it up/ Wake up the happiness/ Come on y’all/ It’s Christmas time.” In addition to the ad, the song will be featured as part of performances on Train’s current tour.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.

Podcasts

Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI September 2014 cover

2014 September

The September 2014 Beverage Industry includes a cover story on our Wholesaler of the Year, The Odom Corp., as well as articles about single-cup and iced coffees, cconvenience store growth, vegetable flavors, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Coffee Segments

Which coffee segment will be impacted the most by coffee bean increases?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px