Throughout 2021, people weren’t able to be together as much as they would like. Staying close with friends was hard, and we knew Gen Z needed help with reconnecting. So we decided on the concept of ‘friend dates’ – moments and settings that let our audiences nudge their friend connections closer. The goal was an emotional, candid moment that gives friendship a chance to shine, and a Gen Z audience a chance to ‘own’ Coke Christmas. We therefore wanted to deliver a dramatic bonding experience, fused with the magical aesthetic of Coke Christmas.

The experience was made up of two tours:

A. The Consumer Tour

This visited 12 key shopping centres from 24 November to 19 December 2021.

Our ‘Coke Christmas Quest’ experience allowed friends to work as a team to make their way through the Christmas trail to the iconic Coke Truck. It was gamified teamwork – with a hint of the unexpected – where our audience could complete challenges, win prizes and share moments.

B. The Store Tour

This reached supermarket customers at 8 locations from 6 to 16 December 2021.

This offered customers a highly giftable collector’s item to drive purchase - customers who bought a 4-pack of Coke Zero Sugar in glass bottles could have them personalised on exit. Freestanding display units around the store made it easy to spot the promotional product. We used a self-service kiosk at the personalisation station to ensure customers accurately entered their chosen names, which were then printed on their bottles while they waited.

Both tours were centred around a high-impact photo opportunity with the legendary Coca-Cola Christmas truck, where our audience once again had the opportunity to taste Coke Zero Sugar.

‍