Coca Cola Returns to Spirit

In the competitive field of brand awareness, Coca Cola has just announced their Christmas campaign that uses festive street performers, or buskers in the U.K, to bring holiday cheer through songs and jingles to the 3.5 million riders of the London Underground subway.  From November 30 to January 4, Coca Cola is sponsoring around 240 plus musicians and singers to entertain passengers with the help of 33 Coca Cola branded pitches at heavy traffic spots to remind people that Christmas is coming up. While it is not wholly required that the buskers perform the Coca Cola “Holidays Are Coming” song, there will be incentives that they sing it often in addition to the usual Christmas carols.

Though some musicians and singers may feel against putting out corporate jingles, nonetheless Coca Cola has secured their presence in the mass transit system to increase their brand awareness in a seemingly integrated way.  There will also be Coke-emblazoned logos on London Underground public transportation, as well as the carrying out of Coca Cola Great Britain’s two phased campaign.  The first phase, ‘anticipation’, starts the airing of the famous “Holidays Are Coming” T.V spot to let it be known that Coca Cola has started the Christmas countdown.  The second phase, ‘celebration’, adds the ‘Gift of Giving’ 30 second commercial two weeks before Christmas that brings about the message of generosity and traditional values to a modern-day audience.  Additionally, print ads reflecting a 1930’s holiday feel will be implemented to evoke the Christmas warmth in everyday contemporary settings.  Once again, the United States beverage giant is putting its foot down on the competition near end of the year to tell everyone just how much more Coca Cola is  the cola of choice.

“Coca-Cola has a rich history in festive advertising and for many, our iconic ‚ÄòHolidays are Coming’ campaign has become synonymous to the festive season. We’re really looking forward to again building anticipation and celebration with our through-the-line campaign during this wonderful time of year, whilst rewarding our consumers for their continued loyalty.”

– Cathryn Sleight, Marketing Director of Coca-Cola Great Britain

And some enticingly interesting creative from Coca Cola in France that employs velcro posters for promoting their Grip Bottle which surprisingly resulted in a 3.8% brand volume growth for 2008.

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