Coke gets into Christmas with launch of Jimmy Durante ‘Make Someone Happy’ spot via Ogilvy

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Coke-happy-xmas.jpgCoca-Cola South Pacific has launched its new 2014 Christmas campaign aiming to release the positive spirit of a Coca-Cola Christmas across Australia. To celebrate the festive season and reinforce the strong linkage of Coca-Cola and Christmas a three-prong campaign has been launched. This includes in-store, TVC and OOH/ Sampling activity with a multimillion dollar spend across a four week period.

 

A 30″ and 60″ traditional Coke Christmas TVC, a joint effort of Ogilvy Frankfurt, Berlin and London, will be on air during December featuring the stirring classic by Jimmy Durante ”Make Someone Happy”. These 30″ and 60″ TVCs will be seen on both TV and Cinema in the lead up to Christmas in between family programming and Christmas movies.

The in-store and TVC activity has been designed to create excitement and awareness of Coca-Cola and Christmas whereas the OOH campaign will allow consumers to experience the special nature of a Coca-Cola Christmas first hand. Australians are being encouraged to make a difference in someone’s day this Christmas and open happiness by sharing a Coke with a loved one.

A new range of thematic Christmas packaging and POS has been launched across major Australian outlets turning all major grocery pack formats into a gift of happiness. Spreading Christmas cheer across Australian stores the festive packs will have a national reach of 80% and will feature in-store displays and special price promotions on various packs throughout the Christmas months.

 

The iconic Coca-Cola Christmas Truck synonymous with the classic ‘Holidays are Coming’ TVC is also brought to life in the form of a Christmas Truck multipack display unit off locations for extendable display solutions. A Father Christmas Sleigh option is also available as a further festive alternative for Australian store owners who want to add some Christmas decoration to their Coca-Cola multipack displays.

 

Coca-Cola will also be a sponsor at Australia’s biggest Christmas concert this year at the Woolworth’s Carols in the Domain, offering mini gifts of happiness throughout the event. A first for Coke the sponsorship of Carols in the Domain will allow consumers the chance to experience a Coke Christmas first hand.

 

On the day of the event the lucky 80,000 attendees will be able to take advantage of two branded marquees where 20,000 units of the iconic Coke mini cans will be sampled. Roaming Coke ambassadors will be on hand to take photographs of attendees enjoying the event and five lucky families will be upgraded to the VIP lawn area where they will be front and centre for the night’s performance.

 

During the live TV stream of the event Channel 7 will interview a lucky Family of four who were given the ultimate “gift of happiness” by Coke and allowed back stage to meet some of the stars of the show.

 

“Coca-Cola has long been synonymous with Christmas time and our campaign will bring Christmas to life both in-store, at home and at the Carols in the Domain event. No matter what the size of the store or family there is something for all retailers and Coke fans this Christmas,” said Antoinette Tyrrell, marketing manager Coca-Cola South Pacific.

 

Ogilvy Frankfurt, Berlin, London – Creative

Momentum Worldwide – Experiential

Passport- Shopper & Packaging

Pulse Communications – Trade media

UM -Media Buy