Coca-Cola is once again celebrating the Christmas spirit of generosity and kindness this year. As part of the second annual "The World Needs More Santas" campaign, the brand is expanding the initiative to more than 75 markets to inspire kind gestures and selflessly help others. The main idea behind the campaign is to spread goodness - even a small act of kindness can make an unexpected difference. The campaign includes cooperation with the Czech and Slovak Red Cross, who want to help those who suffer from loneliness during the holidays.
"The central idea of this year's Christmas campaign remains that each of us can be Santa and that the true magic of Christmas lies in making someone happy with a good deed or act of kindness," explains Kateřina Třísková, marketing manager for the Czech Republic and Slovakia, adding: "This year we are also using AI to allow people to chat with Santa and together create a unique virtual snowman full of their own memories to share with their loved ones."
Video: Coca-Cola - Xmas
In this year's campaign, Coca-Cola is building on the concept of kindness and connecting people. "In today's world, we often feel lonely or sad. Kindness and sharing joy are values that bring us together," explains Javier Meza, European Marketing Director at Coca-Cola. He says the campaign not only encourages people to show kindness, but also reinforces the values that Coca-Cola has long stood for. We have an interview with Javier Meza in the MAM 47/2024 issue, which will be published on 18 November.
Javier Meza, Coca-Cola's European Marketing Director and colleague Shimon Hauser speaks in person in London about Coca-Cola's new campaignRoadshow of the Christmas truck in its new guise
One of the highlights of the campaign will be the popular Coca-Cola Christmas Truck Roadshow, which this year brings an even richer programme. "This year's roadshow will be really unique and expanded from previous years," says Splinter. In addition to the traditional encounter with Santa, visitors can get a new glimpse of Lapland and experience the polar atmosphere. Along with this magical experience, people can purchase refreshments and special Christmas edition Coca-Cola bottles on which they can have their name printed.
"By buying snacks, people will support those who really need it. This year Coca-Cola has decided to join forces with the Czech and Slovak Red Cross and all proceeds from the sale of food and Christmas items and special Christmas personalised bottles will be donated by Coca-Cola to those in need," adds Veronika Němcová, Coca-Cola's Director of Communications and Corporate Social Responsibility for the Czech Republic and Slovakia.
Support for the Red Cross
As part of the campaign, Coca-Cola will donate at least CZK 1 million to the Red Cross, which will use the amounts to help shelters and gerontocentres where it plans to delight clients with a meeting before Christmas. "We very much appreciate the cooperation with Coca-Cola, which we have been carrying out for several years now. This year, the money raised will be used to support the Alice Home Nursing Care Agency, to support shelters and gerontocentres, where we will be able to delight clients with a pre-Christmas meeting so that they do not feel lonely at Christmas time," explains Miroslava Jirůtková, Head of the Czech Red Cross Programme Department.
The Red Cross will also join the roadshow and focus on supporting blood donation, which, according to Jirůtková, is one of the manifestations of human kindness. "Donating blood is one of the acts of human kindness that can help many people," Jirůtková said.
The campaign also includes a competition in which Coca-Cola customers can win a stay in Santa's Town in Lapland or other Coca-Cola Christmas items. This concept is complemented by TV ads, digital communication with influencers and point-of-sale support.
Source: mam.cz
