This season, Atlanta-based The Coca-Cola Co.’s flagship brand is making spirits brighter with the introduction of new holiday-themed Share a Coke packaging.
For a limited time, the company’s Coca-Cola brand will swap out its logo on glass bottles, multi-packs, 12-ounce cans, 20-ounce bottles, 1.25-liter and 2-liter PET bottles for seasonal names such as “Santa,” “Someone Nice,” “Someone Naughty,” “Under the Mistletoe,” “Elves” and “Secret Santa.” Aluminum bottles of Coca-Cola will feature reindeer names such as “Dasher & Dancer,” “Prancer & Vixen” and “Comet & Cupid.”
“The ‘Make Someone Happy’ campaign is all about sharing your time, attention, love and laughter with others. And by pairing the holiday with ‘Share a Coke’ packaging, we’re hoping to give people even more ways to make a connection and share a special moment together,” said Racquel Harris Mason, vice president Coca-Cola trademark for Coca-Cola North America, in a statement. “Whether it’s toasting to ‘Mrs. Claus’ or wrapping gifts with your ‘Elves,’ we hope ‘Share a Coke’ helps make moments with friends and family even more magical this holiday season.”
Coca-Cola also is bringing back its Make Someone Happy campaign to inspire fans to spread happiness through small but meaningful ways during the holidays and beyond, it says. A 60-second TV spot was created to communicate the message.
Additionally, the brand will donate $75,000 worth of toys to the Marine Toys for Tots Foundation inSan Francisco, Baltimore and Cincinnati. Compass and MGM Resorts International also are partnering with Coca-Cola to donate to the Marine Toys for Tots Foundation. The Coca-Cola Holiday Caravan, five trucks each illuminated by more than 30,000 red and white lights, will roll into 90 cities across the country through Dec. 20.
The brand’s iconic Santa Claus, as imagined by the artist Haddon Sundblom, also will appear along with Share a Coke names on the limited-edition holiday packaging. Through Coca-Cola Freestyle fountain dispensers, consumers can try a limited-time mix called “Secret Santa”.
Social and digital campaigns have been launched to offer fans the opportunity totest and share whether they’ve been “Someone Naughty” or “Someone Nice” this year through a Facebook app. The fully integrated campaign also will feature a radio takeover across partnering stations, print, out-of-home, point of sale, Delta in-flight and mall advertising, the company says.