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Just the phrase ‘Holidays are Coming’ is enough to put theimage of Coca-Cola’s Truck into your mind.
With a new campaign headline – ‘Refresh your Holiday Spirit’– to bring to life, we were tasked with designing an immersive truck tour thatuplifts, refreshes, and encourages guests to embrace the joy of the season. Wealso needed to make sure that the experience resonated with both TraditionalHoliday Enthusiasts, aged 29-44, and the Modern Holiday Enthusiasts, aged16-28.
And, most importantly, the campaign needed to reinforceCoca-Cola’s position at the heart of Christmas.
Christmas is the season of giving – and Britain agrees. 81%of consumers say giving presents is an important part of the holiday season. But trying to create the perfect Christmas brings its own pressures. So, -Cola wanted to use their Christmas activations to help refresh the ‘givers’; helping them to be in the moments that truly matter.
Pulling up to 16 locations across the UK, we took the iconic Coca-Cola Christmas Truck into the heart of local communities to spread festive magic to those who need it most. Building beyond a simple photo opportunity, we created a whole holiday experience – featuring games, personalised gifting, charitable giving and, of course, sampling.
Whether they found out that the Truck though online promotion or suitably Christmassy signage, this wasn’t an experience that could be missed. Guests were greeted by the bright lights of the entrance archway and a sample of Coca-Cola to refresh their holiday spirit. To help with foot traffic, and to keep things moving, we had a ‘Fast Track’ lane alongside the activity queue. This allowed guests to choose whether they wanted to make their way directly to the photo opportunities or enjoy the festive activities.
Depending on the kind of stop, we had plenty of ways for visitors to get involved. Some stops featured the Snowball Skee-ball challenge: an interactive, arcade-style game for the chance to score big and win branded merchandise.
Other stops had a Gifting hut, where visitors presented proof of purchase to receive personalised photo bauble. The perfect way to remember their experience, guests could have their photo in front of the Truck printed and placed in the bauble – a picture-perfect way to keep the magic and memory alive once they got home.
And, making the most of the giving spirit of the season, a can recycling scheme translated sustainable action into meals donated via FareShare.
The Truck Tour was supported by guerrilla sampling, SmartMass Sampling in targeted cities, and insight-led sampling.
Having been trusted with the Coca-Cola Truck tour for theprevious 3 years, we had our own big shoes to fill.
Sampling is the biggest success metric for Coca-Cola’s Christmas activity, and our targets for 2025 were impressive. We welcomed 120,600 visitors to Truck Stops up and down the UK, and we had a sampling target of 96,500 cans. Over the 16 stops, we passed out 114,384 cans to visitors.
Looking at the campaign as a whole, our sampling target was significantly higher: 517,500 cans. We got 622,480 cans into the hands of consumers.
Customers loved the experience, as well as the product. We saw an NPS of 76, two points higher than the previous year.
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