Christmas is a key moment for Coca-Cola: the season has been foundational to its marketing for decades. It is also filled with big meal occasions – Coke’s biggest driver of growth. Across markets, it was key to increase volume share.

The business objective was to create volume share growth within total beverages by increasing consumption during the Christmas season. To achieve that, we had to strengthen our ties with the holiday.

However, across the world, other brands had started to compete for Christmas icon status. The north star of our campaign was very clear: reclaim our position as the leader in Christmas advertising. As the brand who had helped create the modern image of Christmas, we needed to cut through again.