The Coca-Cola Company has announced plans for a new global marketing campaign that taps into the iconic traditional imagery used by Coca-Cola for the last century. Images such as Santa Claus, the Coca-Cola Christmas ‘caravan’ of delivery trucks, and even a nod to the more recent Coca-Cola Polar Bears. The new TV spot includes a new song written by Grammy Award-winning band Train, “Shake Up Christmas”, which will be released as a single worldwide. The song is included as a bonus track on the deluxe version of Train’s latest album Save Me, San Francisco (Golden Gate Edition), which debuts globally on 2 November 2010 by Sony Music.
The new TV spot which also debuted on November 2, is an extension of the “Open Happiness“, marketing platform which launched earlier this year and has multiple touch point in all media channels. The campaign extension will be deployed in more than 90 countries around the world through a the TV commercial, digital experiences, in-store promotions and packaging. It represents the first new creative used in a global holiday campaign for the Coca-Cola brand since ‘Christmas Caravan’, that featured holiday-themed delivery trucks.
The new TV commercial ‘Snow Globe’ illustrates the theme of the campaign of how people find happiness through the simple moments of connecting with friends and family that are inspired by Coca-Cola.
By the way, do yourself a favor and watch the making of video. It shows how they shot this and if you’re into film technique it’s worth a watch.