Coca-Cola is launching Real Magic at Christmas, a seasonal campaign that "spotlights and celebrates the real magic of community and togetherness". The multi-faceted campaign carries a message of festive joy and inclusion.
Real Magic at Christmas is anchored by a new short film which is supported by a series of activations across various channels, including influencer partnerships, consumer-led activations and charity initiatives.
Its uplifting tale shows a boy whose imagination and efforts gather a community’s goodwill at Christmas around a festive meal and a Coca-Cola. The 60-second TVC edit will air on 1st December.
"This is our first Christmas campaign under the new Real Magic brand philosophy for Coca-Cola. Coca-Cola has always believed in the magic of Christmas, and this year our campaign celebrates the real magic of him and connections," said Manolo Arroyo, Global Chief Marketing Officer. "With a simple and uplifting message of unity, inclusion and positivity at its heart it aims to remind us that all we need for a magical Christmas is shared moments with community and the ones we love.”
Beyond the film, the Real Magic at Christmas campaign features wider elements including:
Partnership with Fareshare: An on-pack "Win a meal, give a meal" promotion across Coca-Cola Original Taste and Coca-Cola Zero Sugar future consumption packs, giving consumers the chance to win food related vouchers, while donating meals to Fareshare, set up to fight hunger and food waste by redistributing surplus food to frontline charities.
Hero The Driver: A campaign that celebrates designated drivers as the unsung heroes of seasonal celebrations by offering a free second drink when they purchase a Coca-Cola Original Taste, Coca-Cola Zero Sugar or Diet Coke in up to 9,500 participating licensed venues – and in a number of managed operators including Greene King and Whitbread.
Bringing Real Magic to life: Bringing the new Real Magic TVC and platform to light with an experiential activation, taking place this December.
