Is this Coca-Cola’s greatest TV moment, embracing the theme of kindness?
Coca-Cola’s 2023 Christmas campaign takes a heartwarming twist, shifting its focus from products to the theme of “kindness.” The ad, titled ‘The World Needs More Santas,’ encourages people to channel their inner Santa through acts of kindness, aligning perfectly with Coca-Cola’s core values.
While the brand does highlight its products across different channels, it saves the Christmas season for storytelling, emphasising human narratives and values over product-centric approaches.
With its strong association with Christmas and iconic ads like ‘Holidays are Coming,’ Coca-Cola’s adaptability and evolving marketing strategy remain key to its success.
This year, the brand aims for a grand TV presence during Christmas and the Super Bowl in the US, recognising these as prime opportunities to reach a broader audience.
The campaign also features a fun quiz for consumers to discover their “Santa archetype” and share it on social media. Coca-Cola’s success will be measured by its impact on weekly consumption.
Incorporating authenticity, storytelling, and values while diversifying your media mix and maintaining consistent messaging can be valuable takeaways from Coca-Cola’s approach.
So, how does Coca-Cola’s emphasis on kindness resonate with you this holiday season?
Asda unveils 2023 Bublé-licious Christmas ad: A knockout blend of value and quality!
Asda is spreading holiday cheer with its much-anticipated Christmas campaign, this time featuring the charismatic Michael Bublé, famous for his festive tunes. In the ad, directed by Oscar-winner Taika Waititi, Bublé indulges in a variety of Christmas delicacies, driving home the message that Asda offers quality without compromise.
In a playful nod to last year’s campaign, Bublé dismisses a maple-covered sample as “so last year” while taste-testing pigs in blankets, paying homage to Buddy the Elf’s preferences. The campaign is accompanied by the hashtag #AsdaXmasBublé across social and other platforms.
With substantial investments in pricing and new product lines, Asda aims to strike the perfect balance between value and quality, appealing to a diverse range of shoppers. Their Christmas campaign spans various media, reaffirming the quality of Asda’s food offerings.
This ad seeks to redefine discussions about ‘value,’ reassuring customers that they don’t need to compromise to enjoy affordable, high-quality food. Asda’s proactive approach to their Christmas campaign acknowledges consumers’ desire to spread costs over a more extended period due to current cost-of-living concerns.
“The bottom line here is to really nail that combo of value and quality in what you offer, making it impossible not to appeal to your audience. Asda’s smashed it with their smart and customer-focused ad, adjusting to what people need, budget-wise, and never letting you forget what they stand for across all their channels. That’s how you sleigh Christmas marketing! See what I did there?!” James – Account and Strategy Director at Awesomesauce
Do you think the Asda Christmas ad is competitive enough this year?
