For this year’s holiday season, Coca-Cola Co. is offering some new, limited-edition items as well as other holiday-themed advertising and experiences, such as the brand’s first large-scale Augmented Reality (AR) activation.
Holiday packaging and advertising features reimagined creative expressions of two brand icons, the Sundblom Santa Claus and the Coca-Cola Polar Bears, courtesy of Wieden + Kennedy.
The Coca-Cola Polar Bears also take center stage in the AR experience. And by using the Coca-Cola mobile app to scan holiday cans and bottles, fans can explore the bears’ “arctic home.”
Different packaging options unlock different Polar Bear experiences — from a sledding scene inspired by the 2013 Coca-Cola holiday ad, to snowball fights, to a holiday light show. When two cans are scanned together, the Polar Bear family will tap out “Jingle Bells” on glass Coke bottles. Coca-Cola Digital Platforms, the company’s in-house creative agency and San Francisco-based Tactic collaborated on the AR experience.
“We wanted to give fans a fun new way to engage with the brand and bring the magic of the Polar Bears to life,” said Allie Blalock, digital engagement manager, Coca-Cola North America.
Coca-Cola is also offering limited-edition Coca-Cola Cinnamon, which blends the taste of Coca-Cola with a warm cinnamon flavor. Coke is partnering with Brown-Forman and Delish to create holiday cocktail and food recipes featuring the limited-edition flavor.
“Coca-Cola and the holidays have been inseparable for decades,” said Oana Vlad, brand director, Coca-Cola Trademark. “This is the season when loved ones come together and take a relaxing pause. We are honored to be a part of holiday traditions, inviting fans to smile and delight in a little magic, whether through our family of Polar Bears or through a delicious Coca-Cola Cinnamon.”
