Coca‑Cola Doubles Down on AI for Holiday Marketing
A recent Marketing Dive article highlights Coca‑Cola’s new holiday campaign, “Refresh Your Holidays,” which leans heavily into AI-driven creative. The campaign updates the iconic “Holidays Are Coming” spot using generative AI while also introducing a new ad that leans on nostalgic holiday moments.
AI Meets Tradition
Coca‑Cola’s refreshed 60-second ad begins with Santa opening a bottle of Coke and follows delivery trucks lighting up towns and catching the attention of playful animals, from polar bears to puppies. Meanwhile, a 30-second spot, “A Holiday Memory,” tells a more intimate story: a woman decorating her home discovers a snow globe and recalls a lively holiday gathering.
Multi-Channel, Multi-Partner Strategy
The campaign spans TV, digital, social, out-of-home, in-store, and on-pack assets, with creative led by WPP Open X (VML) and supported by Ogilvy, EssenceMediacom, Silverside AI, and Secret Level. Fans can also catch the return of Coca‑Cola’s Christmas trucks on tour this holiday season.
What Marketers Can Learn
Coca‑Cola’s approach shows how AI can enhance creative while staying true to brand heritage. By combining algorithmic optimization with storytelling, brands can scale content, iterate faster, and create culturally resonant campaigns. It also highlights the importance of multi-channel orchestration and thoughtful partnerships to bring complex campaigns to life.
For marketers and creators, it’s a reminder that AI doesn’t replace human creativity; it amplifies it, offering new ways to connect with audiences during peak seasonal moments.
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