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Coca Cola launches new holiday campaign, "The World Needs More Santas" partnering with the Salvation Army to be Santa this Christmas

Caribbean Bottling Company, local producers of Coca-Cola recently launched its holiday campaign. This campaign titled, The World Needs More Santas, aims to evoke the Christmas cheer. Through new limited time only Santa themed Christmas designs on their Coke Cans, this year Coca-Cola has included a built in experience-led ecosystem to drive consumer engagement. This global festive campaign will launch in more than 80 markets globally, and 34 markets in Latin America and the Caribbean, anchored in a narrative that will focus on the magic of kindness.  

"The World Needs More Santas" advert will showcase the spirit of generosity and goodwill in us all and is a theme that will run through all campaign touchpoints. To bring a sprinkle of Real Magic into the Christmas Season, Coca-Cola has released the new Santa’s Call experience (accessible by scanning the QR code on the new cans). Powered by Artificial Intelligence, consumers this year will be able to have a real-time conversation with Santa Claus.  At the end of the interaction, the participant will be inspired to become Santa Claus themself, to evoke the Christmas cheer across their communities.

The new Coca-Cola Christmas television ad portrays a city where hundreds of Santas walk the streets. Over the course of the film, we see the many Santas helping and supporting others, building to the understanding that, in this world full of Santas, we see a world full of kindness. The culmination reveals that what we’ve been witnessing was in fact people’s 'inner Santa' as they performed acts of generosity and goodwill, closing with the line: ‘The World Needs More Santas’.

Coca-Cola has had a longstanding affiliation with the image of Santa Claus following initial use in Christmas adverts in the 1920’s. In 1931, Coca-Cola commissioned Haddon Sundblom, a Michigan-born illustrator, to create images of Santa that were worked into the brand Holiday campaign. The iconic imagery is synonymous with Coca-Cola and the originals can be found in art galleries across the world. 

As part of the campaign, Caribbean Bottling Company will make a $15,000 contribution to The Salvation Army to further support their efforts to feed the less fortunate over this holiday season. Further, it’s expected that some funds will be earmarked to further the progress of building a new women’s shelter on Gladstone Road, a project recently announced by The Salvation Army.

“Giving back during the holiday season is incredibly important to us, as we seek to continuously assist the communities in which we operate” noted, Jonathan Thronebury, Marketing Director at Caribbean Bottling Company. “Our campaign (The World Needs More Santas) is focused on kindness and being your brother’s keeper; it’s how we celebrate Christmas, and we hope to encourage that goodwill and generosity year round.”