Coca-Cola has launched its seasonal campaign that aims to spotlight the “real magic of community and togetherness”.
The new campaign, “Real Magic at Christmas”, features a short film which is supported by a series of digital activations across several channels.
The new campaign, created by dentsuMB UK and directed by Sam Brown of Rogue Films, shows a boy whose imagination and holiday spirit summon a community’s goodwill and create a shared moment of magic over a festive meal and a Coke.
The 2.5 minute film and a series of shorter versions will be available in more than 90 countries, including the United States and Canada.
“This is our first Christmas campaign under the new Real Magic brand philosophy for Coca-Cola,” The Coca-Cola Company global chief marketing officer Manolo Arroyo said.
“Coca-Cola has always believed in the magic of Christmas and this year, our campaign celebrates the real magic of human connections.
“With a simple and uplifting message of unity, inclusion and positivity at its heart, it aims to remind us that all we need for a magical Christmas is shared moments with the community and the ones we love.”
The news comes as The Coca-Cola Company has named WPP as its global marketing partner.
WPP will be responsible for driving long-term growth for the entire company’s portfolio of brands across more than 200 countries.
Coca-Cola’s new, integrated agency model is part of an “aggressive agenda” to transform and modernise marketing and innovation, it revealed.