Coca-Cola: The gift bottle

This case study describes, soft drink giant, Coca Cola's campaign to bring the product back into its holiday advertising offer.

Coca-Cola: The gift bottle

Ogilvy & Mather Bogotá

Objectives

Coca-Cola is one of the most iconic brands and has a long history of highly emotional Christmas campaigns since the 1930s that have created a strong association for the brand with the festive season. These campaigns traditionally promoted values like positivism, sharing, friendship and family in a beautiful and moving way. Over the years they created a distance between the brand and the product.

Despite being very famous and well received, these campaigns were not driving sales, because the product was not at the center of the story but rather a...

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