Coca-Cola Christmas

Coca-Cola, a soft drinks brand, increased market share in Ireland by launching the Coca-Cola Christmas Truck tour filled with photo experiences for visitors.

Campaign details

Advertiser: The Coca-Cola CompanyBrand: Coca-ColaAgency: Verve The Live AgencyCountry: Ireland

Background

The Coca-Cola Brand was in double digit volume share decline as consumers moved their choice of drinking from full sugar beverages to low and no sugar beverages. There were declines in share Value and Volume and also they were declines in the number of Households Coca-Cola was being purchased for (Household penetration).

The specific challenge for Coca-Cola was to continue to drive relevance by delivering a deep consumer engagement event and an experience at Christmas time. The Coca-Cola Christmas Truck...

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