Coca-Cola Australia has launched its new ‘It Feels Good to Give’ Christmas campaign, in partnership with the Salvation Army, which will be headlined by the arrival of the iconic Coca-Cola Christmas Truck in Australia for the first time. The campaign aims to create a memorable connection with Coke at Christmas, via brand experiences and emotive content, in moments when families are coming together to celebrate.
Synonymous with the start of the festive season across the globe, the inaugural Coca-Cola Christmas Truck Tour departed on its maiden voyage on November 13, after getting its first Australian send off by ARIA Award-winning Australian singer, songwriter and actress Samantha Jade.
Hoping to leave a lasting legacy with regional communities, the 20 metre long truck decorated with more than 65,000 festive lights will deliver ‘surprise and delight’ moments at local events, including a concert and even an open-air cinema in the Outback. Setting off from Sydney’s Manly Beach, it will bring festive cheer to regional destinations around Australia, including Mt Isa, Townsville and Tamworth.
Supporting this, the multi-million dollar integrated marketing campaign will feature TV, online video, out-of-home, cinema, PR, social engagement, as well as point of sale shopper marketing. Aiming to inspire Australians around the country through all touch points, Coca-Cola will show the joy of giving while benefiting communities in need and sharing the festive spirit.
As part of the Coca-Cola Christmas Truck Tour, the brand will also gift each region lasting legacy items for their town, from lighting and sound equipment for a community music hall, to a reusable outdoor cinema for remote far north Queensland. The truck will finish the tour at Woolworths Carols in the Domain in Sydney, where the brand will help spread joy and Christmas cheer.
Jacqui O’Donnell, marketing manager at Coca-Cola Australia said: “We’re thrilled to launch our new festive campaign with The Salvation Army this year that truly benefits communities in need and reminds us just how good it feels to give back. The fact that this will be supported by the magic of the legendary Coca-Cola Christmas Truck coming to Australia for the first time makes it even more special. While Coca-Cola has long been associated with the festive season and the joy it brings in the Northern Hemisphere, we are delighted to introduce it here with a uniquely Australian Christmas flavour. We hope Australians will come along to enjoy the experience and help us spread the festive spirit.”
Source: Campaign Brief