1 Fact coming for every day of advent… day 22.
You know it’s Christmas when the Coca-Cola Christmas advert first appears on the telly
Ahh, it’s Christmas, I’m in Covent Garden and it’s postcard-perfect; mulled wine, a topiary reindeer display, roasted chestnuts and yes – the legendary Coca-Cola truck. It’s nostalgic and even cheesy but I’m happy. As I walked through the market, enjoying the Christmas spirit I reminisce… seeing the Coca-Cola TV adverts with their infamous red truck has always marked the beginning of Christmas for me. This year, I have to admit – the John Lewis TV campaign does beat Coca-Cola to the mark … just a little. These days Coca-Cola have strong competition for brand share from the leading supermarkets now investing so heavily in advertising. In addition to this, after spending 13 consecutive years at #1, Coca-Cola has lost the top spot to tech giant Apple on Interbrand’s annual list of the top global brands. Despite a 22% growth in the Indian market, Coca Cola has not had a very strong year.
What does this mean for Coca-Cola in 2014?
Coca-Cola has been announcing the arrival of the holiday season since the 1950s. While many of the supermarkets are using cool and hip celebrities to promote their brands, Coca-Cola is focussed on the tradition of Christmas and use Santa Clause. In fact, it was rumoured a number of times that the red suit worn by Santa Clause today was first designed and inspired by Coca-Cola. (You can read more about that story here).
Despite Coke being under pressure, the company continues to pursue growth in new products and tapping into emerging markets. Both China and India represent a huge potential and we know they are investing in new marketing strategies in these regions. India is also likely to see investments of $5 billion within 2020. With this in mind, I don’t feel that as consumers we are in danger of losing the traditional truck advertisements we have come to know and love. I believe we are in for bigger, more creative campaigns in the year ahead.
Pic below: Family day out in Covent Garden 22/12/13.