Coca-Cola is bringing its iconic holiday characters, such as Santa Claus, its caravan trucks, and its polar bears, to life with AI.
This holiday season, the brand is unveiling AI-driven digital experiences where fans can converse with Coca-Cola’s version of Santa Claus, created by agency Haddon Sundblom in 1931, and create personalized snow globe animations based on their holiday memories. The experience is accessible by scanning a QR code on a Christmas bottle or can of Coke.
Coca-Cola is also using generative AI in its holiday films, including its second annual “The World Needs More Santas” and a reinterpretation of its classic “Holidays Are Coming,” to transform human narration into visuals, according to a release.
Other out-of-home (OOH) ads also include “Anyone Can Be Santa” messaging, where interactive versions show Santa’s shadow emulating people’s movements in real-time.
To supplement the AI component, Coca-Cola is gathering people through live experiences. Starting this month and into December, its annual Christmas Caravan truck tour will deliver “kindness-led experiences,” including a festive drone show and other activities, to cities globally, including Rovaniemi, Finland; New York City, N.Y.; Manila, Philippines; Yokohama, Japan; and more.
In a cheeky marketing move, German grocery chain Lidl said Thursday it will mimic the tour with its own cola-branded Freeway truck, which will give away food samples and presents to visitors in nine U.K. cities starting November 14.
Coca-Cola’s campaign will roll out in more than 75 markets, with a North America-specific component coming soon.
Coca-Cola’s AI marketing push
This isn’t Coca-Cola’s first AI-driven holiday push.
Last holiday season, Coca-Cola expanded its “Create Real Magic,” campaign, which allowed consumers to use generative AI to create digital holiday cards featuring the brand’s images and characters. People could download the cards to send to family and friends or post them on social media.
“We’re connecting people as we have always done during the holiday season, but in a uniquely real and magical way by democratizing our creative assets and the latest AI tools,” said Pratik Thakar, Coca-Cola’s global head of generative AI, in a statement at the time.
The activation built on its “Create Real Magic” initiative that first launched in March 2023. In collaboration with Bain & Company and OpenAI, the platform allowed digital creatives to make original artwork using assets from the brand’s archives, including Santa Claus and the polar bears.
The holiday card generator supported Coca-Cola’s wider festive initiative which includes its “Find Your Inner Santa” quiz and its truck tour.
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