We've had Aldi's spin on the Coca-Cola truck, but now the "real thing" is here in a new version of the long-running "Holidays are coming" campaign.
The brand has partnered London’s The Kingdom Choir to record a new version of the Holidays are Coming song, which will be available to buy from iTunes from 9 November.
The spot was created by Ogilvy Berlin, while the campaign's digital components were by Kameleon, experiential by Haygarth, and media buying by MediaCom.
Alongside the TV ad, which features shots of Santa opening a magical book while swigging a Coca-Cola Zero Sugar from a glass bottle, Coke is launching a Snapchat lens.
Zero Sugar is the only variant featured in the ad and it will also be featured on the actual truck in Coke’s upcoming UK tour for the first time.
It is the latest move in the company’s efforts to encourage consumers to switch from classic Coke to low-sugar options, which also include Diet Coke. Since the introduction of the sugar tax in April, classic Coke has been sold at a higher price than the other varieties.
The brand is also partnering Capital FM’s Jingle Bell Ball at The O2 on 8 and 9 December, with the event featuring acts including Jason Derulo, Olly Murs and Ellie Goulding.
Coke will sponsor a livestream of the event on Capital’s Twitter and give away tickets through an on-pack promotion supported by a social campaign.
Meanwhile, the brand is collaborating with LadBible, which will use assets from Coke's archives to revisit the history of the "Holidays are coming" campaign.
A new limited-edition flavour, Coca-Cola Zero Sugar Cinnamon, will be promoted through a media buy with Transprot for London that will see Oxford Circus Tube station bathed in a cinnamon scent.
Alec Mellor, marketing manager at Coca-Cola Great Britain, said: "For many up and down the country, our 'Holidays are coming' TV ad signals the start of the festive season. Our challenge every year is to take a tradition that is loved by many and bring it to life in new ways that feel fresh and relevant, especially to our core target audience – young adults."
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