Coca‑Cola launches festive campaign with AI and digital experiences

Coca-Cola has launched a holiday campaign, ‘The World Needs More Santas’, featuring a new ad as well as digital and experiential elements. 

The global effort will be adapted for more than 80 markets worldwide.

The long-form spot shows a world where everyone is Santa Claus, before revealing that, in the ‘real world,’ anyone can be Santa through kindness. 

The larger marketing push includes a digital quiz, Christmas truck tours, on-pack competitions and out-of-home elements.

The brand will also expand its generative AI ‘Create Real Magic’ platform which will allow consumers to design digital holiday cards with brand assets including its iconic depictions of Santa Claus and the polar bears that have starred in its holiday marketing since 1993.

The campaign was developed by WPP Open X, led by VML and supported by Grey, Ogilvy, Essence Mediacom, Hogarth and JKR.

‘Create Real Magic’ is the first output of The Coca‑Cola Company’s collaboration with a new global services alliance launched by Bain & Company and OpenAI.

The brand is the first company to engage with the alliance, which combines Bain’s digital implementation capabilities and strategic expertise with OpenAI’s tools.

Pratik Thakar, Global Head of Generative AI of Coca-Cola, said: “We are connecting the dots between culture, creativity and technology. The Create Real Magic platform invites consumers to use AI for crafting artwork using iconic creative elements from the Coca-Cola archives. #CreateRealMagic cards are a perfect way for us to celebrate people and the holidays using AI. We are humble but iconic, real yet magical and this latest campaign is a testament of the same.”

Coca-Cola will also feature consumer-created artwork on digital billboards throughout the world.

The campaign includes experiences in both digital and in-person channels. A ‘Find Your Inner Santa’ quiz on the brand’s app and mobile sites determines a user’s ‘inner Santa’ type, generating an illustration that can be shared on social media.

On-pack QR codes lead to the quiz and a chance to win prizes in select markets, including a trip to Rovaniemi, Finland – the ‘official’ hometown of Santa Claus.

Out-of-home ads will go live in over 80 marketers, with digital ones directing consumers to the quiz.