Coca-Cola adds penguins to Christmas advertising cast

NEW YORK - Coca-Cola is to add festive penguins to its ensemble of Chrismas advertising characters, which already includes its own version of Santa and a group of polar bears.

Launching across the US, the penguins will join with Santa, who has been used in advertising since 1933, and the polar bears, which were launched 12 years ago, in a newly created advertising, point of sale and packaging campaign under the slogan "Give. Live. Love Coke".

Katie Bayne, senior vice-president of Coca-Cola Brands, Coca-Cola North America, said: "Coca-Cola holiday packaging and commercials have become a tradition that families anticipate each year."

The creative for the TV advertising for the campaign is called "Arctic beach party" and involves the group of bears being awoken by a party being staged by the group of penguins, who then invite them to join in.

It is not known if the ads will be rolled out globally and to the UK.

Last year, in the run up to Christmas, Coca-Cola carried out a global rollout of a spot created by McCann Erickson Madrid featuring a punk version of 'White Christmas'. The ads initially ran in the UK and Spain.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published