Christmas campaign also includes film, actions aimed at Rio Grande do Sul and digital experience
Coca-Cola announced the resumption of ‘Christmas Caravans’ in more than 200 Brazilian cities, which will bring messages of solidarity, kindness and magic on the country’s main urban roads. The strategy also includes the film ‘Awaken the Santa Claus in you’ with the aim of remembering that an act of Christmas kindness can awaken the Santa Claus that lives in everyone. The soundtrack for the play is written by British singer and songwriter Celeste, in a cover of the song ‘Anyone Can Be Santa’.
The 2024 Coca-Cola ‘Christmas Caravans’ began in the northeast region on October 27th, in Crato (CE). The action seeks to reflect the campaign’s core message, ‘Awaken the Santa in you’, encouraging viewers to embrace their inner Santas and share acts of kindness with each other during the holiday season.
The project, carried out in partnership with the Coca-Cola System, will offer immersive experiences that celebrate the magic of Christmas and promote connection between people and communities. “The support of the Coca-Cola Brazil System is essential to regionalize this experience, making it unique and special in every corner of the country. Together, we are committed to creating memorable moments that celebrate the Christmas spirit and strengthen ties between citizens, regardless of wherever they are”, says Ted Ketterer, head of marketing at Coca-Cola Brazil.
Furthermore, this year’s Coca-Cola Christmas campaign will focus on Rio Grande do Sul with donations, restructuring of the factory in Sarandí (Coca-Cola Femsa), socio-economic impact actions aimed at strengthening local infrastructure and partnerships with local institutions to ensure that initiatives meet the specific demands of the community.
“The resumption of the ‘Awaken the Santa Claus in You’ campaign is an extremely important message of solidarity at this time. We want to inspire people to awaken this spirit of solidarity, especially when looking at the recovery of Rio Grande do Sul. This year, we made a difference in the lives of thousands of people affected in the South, and we will continue to do so throughout Brazil”, says Katielle Haffner, director of corporate relations and ESG at Coca-Cola Brazil and Cone Sul.
The campaign will also feature a digital experience creating a custom, shareable snow globe animation based on a personal memory. The digital snow globe will be like a virtual gift and can be shared with others. The action can be accessed by scanning the QR codes on Coca-Cola Christmas bottles and cans.
Credit: Wess Thug/Disclosure Coca-Cola
