The upcoming holiday season will bring a wave of festive ad campaigns from major consumer brands and retailers. Coca-Cola, a brand synonymous with Christmas and the portrayal of Santa Claus, is leading the pack with its long-standing tradition of holiday advertising.
For the second consecutive year, Coca-Cola is embracing cutting-edge technology to modernize its holiday advertising. The brand recently unveiled a revamped version of its “Holidays Are Coming” ad, which was created using generative artificial intelligence (AI) technology. This approach, first introduced last year and inspired by a 1995 ad, aims to update traditional holiday advertising methods.
Despite facing criticism for the use of AI once again, Coca-Cola remains committed to this innovative approach. The brand’s global vice president for creative strategy and content, Islam ElDessouky, emphasized that the AI-generated ad received high praise from consumers, showcasing the effectiveness of this strategy.
By leveraging AI technology, Coca-Cola was able to achieve exceptional results in key metrics such as brand association and conversion rates. This approach strikes a balance between honoring the brand’s core values and embracing experimentation and innovation. Advancements in generative AI technology, such as OpenAI’s GPT-5, have enabled Coca-Cola to push boundaries and explore new creative possibilities.
ElDessouky highlighted the importance of continuous evolution and pushing comfort zones to drive success in the competitive market. He emphasized the brand’s commitment to learning from AI-driven campaigns and adapting to changing consumer preferences.
Striking a Brand Balance
In addition to the AI-generated “Holidays Are Coming” ad, Coca-Cola’s broader “Refresh Your Holidays” campaign includes a traditional TV spot that emphasizes product focus, holiday heroes, and continuity with past campaigns.
The “A Holiday Memory” ad, set to air in multiple markets globally, tells a heartwarming story of holiday traditions and features a classic Coca-Cola moment. This narrative approach resonates with diverse audiences and reinforces the brand’s enduring presence during the holiday season.
As part of its global campaign strategy, Coca-Cola prioritizes personalization and localization to engage consumers across different regions. By listening to market insights and collaborating with various teams, the brand ensures that its creative executions align with diverse consumer needs.
ElDessouky underscored the significance of monitoring campaign performance and analyzing consumer sentiment post-launch to drive positive outcomes. The brand’s focus on conversions, associations, and overall brand impact reflects its commitment to delivering meaningful experiences to consumers.
Scaling Marketing Efforts
Beyond traditional TV advertising, the “Refresh Your Holidays” campaign will encompass various digital channels, social media platforms, in-store promotions, and out-of-home displays. This multichannel approach, developed in partnership with leading agencies, underscores Coca-Cola’s focus on culture, community, and commerce.
The brand’s holiday initiatives, including the iconic Christmas truck tour, emphasize engagement with audiences of all ages. By leveraging its holiday assets such as Santa Claus and polar bears, Coca-Cola aims to create memorable experiences and drive brand loyalty.
ElDessouky emphasized the role of generative AI in uncovering new insights and enhancing engagement strategies. By pushing creative boundaries and embracing technological advancements, Coca-Cola seeks to evolve its brand identity and connect with consumers in innovative ways.
As the holiday season approaches, Coca-Cola’s commitment to creativity, innovation, and customer-centric marketing positions the brand for continued success in a rapidly evolving landscape.