Coca-Cola breaks tradition with its 2023 Christmas ad, spotlighting "kindness" in the "The World Needs More Santas" commercial.
Islam ElDessouky, Coca-Cola's creative lead, emphasizes kindness as a longstanding "core value," steering away from the usual product-centric approach.
This shift aligns with Coca-Cola's historical dedication to positive values, notably seen in the 2013 "Kindness Goes Viral" campaign.
ElDessouky underscores the Christmas season as a storytelling opportunity, moving away from overt product promotion.
Coca-Cola, famed for Christmas associations, maintains its legacy with "The World Needs More Santas."
The iconic "Wonderful Dream (Holidays are Coming)" ad, a perennial favorite since 1995 that consistently outperforms competitors, has earned Coca-Cola a second-best festive advertiser rank by System1 with an impressive 5.6 average rating over three years.
Unlike last year's U.K. decision to run only "Holidays are Coming," Coca-Cola opts for a dual showcase this year.
ElDessouky sees this move as a chance to deepen festive connections with consumers, reinforcing Coca-Cola's iconic status while staying true to values and history.