Coca-Cola is basing its U.S. holiday campaign around thank yous this year in a campaign that includes packaging redesigns and a film about a modern-day Santa and elf who each give and get something in return.
The campaign, via Pereira & O'Dell, includes special edition Christmas packaging for Original Coca-Cola, Coca-Cola Zero Sugar and Coca-Cola Light. Bottles and cans feature 30 messages of thanks including "Thank you for creating magic", "Thank you for wrapping the gifts beautifully", "Thank you for spreading Christmas cheer", "Thank you for stuffing the stockings", and "Thank you for singing out-of-tune carols".
It's accompanied by a short film, directed by Oscar-nominated Theodore Melfi ("Hidden Figures"), that tells the story of Scott, a mall elf who overstates his Christmas enthusiasm while trying to impress a girl (he tells her he has a 30 foot Christmas tree.) Then he meets Santa, whose sleigh is broken, so like any modern buddies, they share a cab ride. Together with the driver, they deliver some gifts -- and Scott ends up with the tree he only imagined. It's a predictably sugary ending, but there are some delightful touches -- we love the part where Santa can't work out how to share a ride on his cab app (we've all been there.)
The film will be running globally in-cinema and on digital and social platforms and supported by above the line elements including Facebook effects that create interactive video masks as Santa or Coca-Cola's polar bears. Cokeis one of the first global brands to partner with Facebook to launch branded effects.