fbpx

FESTIVE SEASON MARKETING

After 90 years together, Santa and Coca-Cola are still inseparable

By our News Team | 2021

Coca-Cola has put a modern-day digital twist on how it works with Santa to promote the brand this Festive Season.

The Coca-Cola marketing machine that created the modern-day Santa Claus (or Father Christmas, depending on your preference) is still collaborating to great effect with the chubby old man in his red-and-white suit.

But with this being the age of digital marketing, mobile phone apps and video-on-demand, Coca-Cola has put a modern-day twist on how it works with Santa to promote the brand this Festive Season.

In the North American market, Coke has joined forces with Cameo, an app that enables celebrities and fans to connect, to give app users the chance to win a personalised Cameo video from Santa Claus.

Contest entrants have been able specify whether the video will be for themselves or for someone such as a child or spouse, as well as request one of three languages offered: English, Spanish or French.

However, given that the run-up to Christmas is Santa’s busiest time of the year and he has little time for marketing campaigns, only 1 500 videos have been made available.

Festive Season Marketing

Image courtesy of the Coca-Cola Company

New ways to interact with Santa

“Cameo exists to facilitate impossible fan connections and create memories that last, and we’re thrilled to partner with Coca-Cola to bring a new way for families and fans to interact with Santa Claus this holiday season,” Arthur Leopold, Chief Business Officer for Cameo, said in a statement. 

“We’ve taken the traditional meet-and-greet with Santa Claus and turned it into a more accessible, authentic and personalised experience, and we look forward to enhancing future holiday celebrations by providing access to more iconic figures we know and love.”

While Coca-Cola is quick to point out that it did not create the legend of Santa Claus, its advertising has played a big role in shaping the jolly character we know today.

Before 1931, there were many different depictions of Santa Claus around the world – even a scary Santa. But in that year, Coca-Cola commissioned illustrator Haddon Sundblom to paint Santa for the brand’s Christmas advertisements. 

Those paintings established Santa as a warm, happy character with human features – including rosy cheeks, a white beard, twinkling eyes and laughter lines. Sundblom drew inspiration from an 1822 poem by Clement Clark Moore called “A Visit from St. Nicholas”, more commonly known as “Twas the Night Before Christmas”.

Social Media

Social Media

While some legislators want a complete ban on TikTok due to spying concerns, US marketers want to spend more on the platform.

Read More »
Social Media

Social Media

Utah is the first state to heavily curb minors’ access to social media, but others may follow with even stricter laws.

Read More »
Supply Chain

Supply Chain

Businesses can make more accurate predictions about demand, optimise their operations and make better decisions about inventory management.

Read More »
AMC News

AMC News

High-level Chartered Marketer (Africa) programme equips marketers to operate successfully in the continent’s complex and diverse markets.

Read More »
Content Marketing

Content Marketing

Why do some articles captivate readers and encourage them to keep reading, while others make them lose interest after just a few sentences?

Read More »
Digital Marketing

Digital Marketing

Analysis finds social media used by less than 4% of people, while mobile phone connections are equivalent to less than 60% of Malawians.

Read More »
E-commerce

E-commerce

E-commerce giant is yet another tech company that is finding the market increasingly tough. It has already cut 18,000 jobs.

Read More »
Customer Data

Customer Data

Survey finds 60% of marketing leaders believe collecting customer data while balancing privacy and customer value is now more challenging.

Read More »
Consumer Health

Consumer Health

It is not sufficient for consumers to want to decrease sugar intake. Brands should offer appealing products that help reduce consumption.

Read More »