Campaign: #HolidaysAreComingClient: The Coca-Cola CompanyBrand: Coca-ColaSubmitted by: McCann Worldgroup RomâniaContributing Agencies: Mccann PR// MRM // Mccann Romania// UM Romania
Background/objectives:X-Mass is an opportunity to grow sales and reinforce consumer brand love for cola. But due to massive online conversation over Pepsi’s X-mass 2016 commercial about stealing Coca-Cola’s heritage assets, Coca-Cola needed to seize the opportunity to prove people’s love for the original.
Strategy:Coca-Cola hijacked the hijackers and reintroduced on TV the original X-Mass TVC, updated with people’s conversations in social media.
Results:Coca-Cola increased seasonal sales vs LY, fueled consumers’ brand love and restored its iconic heritage over the competitor in people’s online conversations.