This year’s holiday campaign for Coca-Cola brings back the iconic Sundblom Coca-Cola Santa Claus and the classic 1965 soundtrack, “Make Someone Happy” by Jimmy Durante.
The message here is “Presence Over Presents” and to #MakeSomeoneHappy with simple, meaningful “Pay it Forward” -type gestures. The brand is leveraging several types of media: TV, print, outdoor, radio, limited-edition packaging, and social and digital programs promoting usage of the #MakeSomeoneHappy hashtag when people give or receive a meaningful gift or gesture. Coca-Cola also created five illuminated holiday trucks that are traveling the country, spreading holiday joy and promoting the “spirit of the season”. This positive, uplifting campaign is very appealing to a Millennial generation that tends to prefer “experiences” over “possessions”.