Coca-Cola is one of those brands that has long been associated with the Christmas season and Santa Claus. Their iconic commercial "Wonderful Dream (Holidays Are Coming)," featuring Coca-Cola Christmas trucks and Santa Claus himself, is known worldwide. Now, in 2023, the company presents its latest Christmas campaign, which focuses on the message "The World Needs More Santas."

Kindness and charity as the main theme of the new COCA-COLA campaign

The message of this campaign centers on kindness and charitable activities. COCA-COLA points out that through acts of kindness, anyone can be Santa Claus to those around them. This value is deeply rooted in the brand's history, as back in 2013 COCA-COLA introduced the theme of kindness as the brand's core value in the "I Believe in You Too" advertising campaign. At that time, the ad's heroes were people connected by mutual kindness, such as a father who let his son drive the car, or a young footballer who stepped off the pitch so his teammate could have a chance to play in the match.

New COCA-COLA Christmas ad promotes kindness

Islam ElDessouky, Director of Global Creativity, Strategy, and Content at COCA-COLA, emphasizes that the brand does not avoid talking about its product, but during the Christmas period it wants to focus on telling more human narratives and values, instead of putting the product front and center. COCA-COLA chose a message meant to encourage people to show kindness and believe in the power of good, which is ideal for the Christmas season.

The campaign is enriched by the song "I Could Be Santa Claus," performed by British singer-songwriter Celeste. It is an emotional and thoughtful soundtrack that perfectly captures the spirit of Christmas.

The Christmas campaign will help you discover the Santa Claus within

The "The World Needs More Santas" initiative is based on the belief that everyone can discover their inner Santa Claus by showing kindness and helping others. Kindness is one of the core values of the COCA-COLA brand, as Islam ElDessouky emphasizes. That is why the company decided that during the Christmas period it wants its campaign to promote those same values. At the same time, it does not give up talking about its product, but during Christmas it focuses more on storytelling and human stories.

COCA-COLA has modified its media spending over the past few years. In 2019, less than 30% of the company's advertising spending went to digital channels, and now it is already over 60%. This reflects changes in the way the brand communicates with consumers, adapting to changing trends and preferences.