With the holidays approaching and new campaigns on the rise, Coca-Cola’s newest campaign in the UK is one that has really grabbed my attention. There’s various elements of the campaign span across socials with Snapchat lenses, collaboration with a youth publishers and twitter. The biggest element though, the launch of their limited time only cinnamon Coke Zero drink. In addition to the new flavor, they’re also pumping a holiday cinnamon scent into the Oxford Circus station in London to share the Christmas spirit with passengers this season.
With Coca-Cola’s large part in shaping Santa into who he is today, it is no surprise they’re using the holiday season to grow coke zero while focusing in on the Christmas spirit. Recently Coke has been working towards growing their diet and sugar free drinks as many consumers are looking for healthier soda alternatives. With the launch of their new diet coke flavors and change in can design in attempt to capture younger markets, it is no surprise they have chosen to center their campaign around the Coke Zero this season.
So far it is not clear if Coca-Cola will follow the same direction here in the U.S. this season as the only thing I’ve found is the release of U.S. postal stamps that have Coca-Cola’s Santa featured on them. It will be interesting to see how this campaign affects sales of their zero beverages during the holidays and if there will be long term growth in sales for their zero line.