The Strategy Behind Coca-Cola’s Holidays Campaign Featuring a City of Santas

Islam Eldessouky, global head of creative strategy and content, discusses this year's work

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There are few major brands that are as closely connected to the winter holiday season as Coca-Cola has positioned itself through decades of marketing. The iconic figure of Santa Claus has been a central component of that strategy over the last 92 years.

This year, the company’s holiday campaign has taken its affinity with the kind fellow and his spirit of generosity even further, showcasing a city of Santas alongside the requisite festive song “I Could Be Santa Claus” performed by British singer and songwriter Celeste, which plays throughout.



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