NPD AND MEDIA
PICKS OF THE WEEK – COCA-COLA
COCA-COLA UNVEILS REAL MAGIC CHRISTMAS CAMPAIGN The campaign is supported by a series of activations across various channels, including influencer partnerships and consumer-led activity.
Coca-Cola has launched a seasonal campaign
Christmas campaign under the new Real Magic
that spotlights and celebrates the magic of
brand philosophy for Coca-Cola. With a simple and
community and togetherness.
uplifting message of unity, inclusion and positivity
Real Magic at Christmas is anchored by a
at its heart it aims to remind us that all we need
new short film which is supported by a series of
for a magical Christmas is shared moments with
activations across various channels, including
community and the ones we love.”
influencer partnerships, consumer-led activity and charity initiatives.
Simon Lloyd, Chief Creative Officer at denstuMB UK, said: “Magic is all around us, but most
The new ad, created by dentsuMB UK, begins
of the time we don’t even notice. This story is set
with a boy moving into a new flat with his mum at
in an apartment block in the USA, but it could be
Christmas. He notices there’s no fireplace and the
anywhere. For most people in the world, living
realisation hits him – no chimney means no Santa.
stacked up on top of one another is a reality – so
So, he decides to make one himself. The boy starts
close yet still strangers. But then global pandemic
building a chimney of boxes and neighbours quickly
also brought neighbours together like never before.
band together to help finish it in time for Christmas.
With Christmas cancelled for many last year, this
The 60-second ad will air on 1 December.
humble holiday story focuses on what matters:
Manolo Arroyo, Global Chief Marketing Officer at The Coca-Cola Company, said: “This is our first
community and generosity that connects us in an imperfect world.”
WEDNESDAY 10TH NOVEMBER 2021 / ISSUE 81 / SLRMAG.CO.UK / 45
