<span class="text_page_counter">Trang 2</span><div class="page_container" data-page="2">

<b>Table of Contents</b>

<b>I.About Coca-Cola...2</b>

<b>II. Marketing Campaign - “The Letter”...2</b>

<b>2.1. Introduction...2</b>

<b>2.2. Campaign and IMC...4</b>

<b>2.3. Insight and Target Audiences...7</b>

<b>III. Assessment and Results...9</b>

<b>3.1. Assessment...9</b>

<b>3.2. Results...9</b>

<b>IV. References...14</b>

</div><span class="text_page_counter">Trang 3</span><div class="page_container" data-page="3">

<b>I. About Coca-Cola</b>

The Coca-Cola Company is an American worldwide drink corporation joined underDelaware's General Corporation Law and settled in Atlanta, Georgia. The Coca-ColaCompany has interests in the assembling, retailing, and promoting of non-alcoholicconcentrates and syrups, and alcohol beverages. The organization produces Coca-Cola, the sweet beverage for which it is most popular for, developed in 1886 bypharmacist John Stith Pemberton. At that time, the product was made with coca leavesto add a measure of cocaine to the beverage, and mixed with kola nuts, which addedcaffeine, so the coca and the kola together gave a stimulative effect. This stimulativeimpact is the explanation the beverage was offered to the general population as ahealthy "energy", and the coca and the kola are additionally the wellspring of the nameof the product and of the company.

<b>II. Marketing Campaign - “The Letter”</b>

<b>2.1. Introduction</b>

Whenever we talk about Christmas commercials, Coca-Cola absolutely rings the bell.Undoubtedly, Coca-Cola has been making claims for these days for a remarkably longtime and every single one of them has impressed people in different ways.

This year has been especially difficult for brands. Incentivizing family gatherings doesn'tseem to be the best thought, and brands try to exploit it without describing the situationthoroughly. This Christmas, Coca-Cola has created a refreshing promotional campaign,'The Letter', which will be rolled out around the world, in close proximity to theremarkable and beloved UK Holidays ad.

Coca-Cola reported on taking on a different mission and fun TV commercials,rejuvenating the idea: 'This Christmas, give something only you can give', - empoweringindividuals to be truly present with each other. The beverage giant aspires to elevateand unite individuals, when large numbers of us cannot truly be together (Coca-Colahas also been lost. forced to drop their annual truck visit due to Covid restrictions).Premiering in December in the UK, the promo was coordinated by Oscar-winningproducer Taika Waititi and produced by Wieden + Kennedy London.

</div><span class="text_page_counter">Trang 4</span><div class="page_container" data-page="4">

to Santa. With the ultimate goal of giving, it to Santa for Christmas, he sets off on afraught adventure that sees him knock his boat over, wash ashore, and climb to thesurface cliffs, wade across lakes, repel mosquitoes, hike through the desert and climbbehind a truck full of unstable sheep. Finally, he made his way through the ice cover todeliver the letter towards the North Pole, and realized that it was 'closed'. And in thatmoment of despair, there was a trust like Coca-Cola's giant, red, bright Christmas truckthat took him home to his family. After he saw his little girl, he found that she wanted himto stay at home for Christmas.

<b>2.2. Campaign and IMC</b>

<b>Creativity During COVID-19 </b>

</div><span class="text_page_counter">Trang 5</span><div class="page_container" data-page="5">

Zealand. Coca-Cola and Wieden+Kennedy London set up the staff completely with localentertainers and creation teams, killing the requirement for global travel. SevereCOVID-19 conventions were followed to guarantee the wellbeing of everybody onlocation, and colleagues in Los Angeles, London and Madrid checked out the shoot bymeans of Zoom and shared feedback continuously.

The TVC will be accessible in a longform (2:30) cut, as well as 60-, 30-and 20-secondversion. In excess of 90 business markets - the absolute most ever for a Coca-Colaoccasion crusade - are supporting the current year's program, which likewise seasonalpackaging, out-of-home advertising and social media campaign, and an advancedtimeline with "doors of opportunities" uniting individuals with impetuses like film ticketsand feast vouchers.

In "The Letter", Coca-Cola calls attention to the fact that they are not as same as theothers brands. They couldn't care less about you purchasing a Coke for all of yourrelatives. They simply need you folks to be together.

<b>Integrated Marketing Communications</b>

The integrated components used by Coca Cola employed a communications systemwhich included television advertising, print media and banner ads. The methodologyused a marketing mix of advertising, direct marketing, as well as Web based interactiveand social media marketing and sales promotion.

</div><span class="text_page_counter">Trang 6</span><div class="page_container" data-page="6">

Every year, there is a social media vibe around the ads, especially at Christmas. Cola used the hashtag #TogetherTastesBetter on their multiple social media accountsand referred to the challenges we've faced and the ways we've overcome themtogether.

</div><span class="text_page_counter">Trang 7</span><div class="page_container" data-page="7">

Coca-amazements through Stories.

In some countries, Coca-Cola partnered with local influencers. For instance, inGermany, Coca-Cola cooperated with Roman Lochmann - a vocalist and an Instagraminfluencer with 1.5 million adherents.

</div><span class="text_page_counter">Trang 8</span><div class="page_container" data-page="8">

#DasGeschenkBistDu (you are the present) hashtag.

<b>2.3. Insight and Target Audiences</b>

<b>Insight</b>

In the time of crisis (and 2020 certainly was one), we depend upon memories, lookingfor solace in the recollections of the better times.Therefore, the "Holidays Are Coming"and "The Letter" advertisements brings back much more nostalgia than it did during theearlier years. It was shrewd and opportune for Coca-Cola to help us to remember howChristmast used to be like. It's this year that families and loved ones won't be able to gettogether to enjoy Christmas together, the annual Coca-Cola Christmas truck has beenhalted, and everyone is tired, discouraged and not in a vacation mood, impacting thewhole world. However, Coca-Cola actually got their success. Coca Cola characterized

</div><span class="text_page_counter">Trang 9</span><div class="page_container" data-page="9">

kept the association solidly consistently in message and constructed a solid affiliation incampaign.

Life-cycle stage Bachelor, singles not living at home, newlymarried couples, Full Nest I and IIIncome Average, above average, high-income earnersOccupation Professionals, students, employees,...

Degree of loyalty Hard-core and soft-core loyalsBenefits sought Refreshment, satisfaction of habit, enjoying the

good taste, spending time with people

Personality Easygoing, ambitious, determinedPsychographic

Social Class Working, middle, and upper classesLifestyle Explorer, aspirer, succeeder

<b>III. Assessment and Results</b>

</div><span class="text_page_counter">Trang 10</span><div class="page_container" data-page="10">

<b>3.1. Assessment </b>

What makes this ad so powerful is that the idealism displayed at the outset - the NorthPole, the lighthouses, the vast expanse of snow, the Northern Lights - turns into a lovelyreminder that home is always better. The catchline "This Christmas, give something onlyyou can give" is particularly persuasive. It gives the crowd a sense of control - was lostin 2020. It helps us to remember what it means to be with your friends and family sodeeply. What's more, the campaign averts the thought that companies have transformedChristmas into the celebration of capitalism, where the price of a present just addresseslove (numerous corporate advertisements before have been crisis for showing preciselythat).

<b>3.2. Results</b>

Do Brits love, like, dislike or hate Coca-Cola Christmas ads? Survey results by Attestshow that 'The Letter' generated a stronger response than any Christmas advertisementin 2020. Almost 60% of people choose 'I love it' and only about 3% don't really like it.

</div><span class="text_page_counter">Trang 13</span><div class="page_container" data-page="13">

income, relationship status and home owner. This greatly affects the surveyresults, because the "The Letter" campaign is trying to bring people together,especially family members and loved ones. So, it can be objectively assessed thatthis campaign is very successful, bringing a full message and meaning toeveryone. Many individuals concurred that the TVC caused them to see the valuein their family and ponder the extraordinary love among parents and kids. Theylikewise appreciated that the film had a very 'Christmassy' feel.

</div><span class="text_page_counter">Trang 14</span><div class="page_container" data-page="14">

try too hard to win hearts. Interestingly, people also criticized the ad for notrecommending the product.

</div><span class="text_page_counter">Trang 15</span><div class="page_container" data-page="15">

for Coca-Cola, which can be seen missing the scenes of popping the cans with the"refreshing" sound effects and gulping them down every sip of beverage. Byadopting a more unobtrusive strategy, Coke seems to be trying to connect theirimage with a healthy respect for family.

<b>IV. References</b>

Advertisingvietnam. (2020) "The Letter": Chien dich Marketing y nghia cho mua Giang Sinh 2020 của Coca-Cola. [Online] Available at: class="text_page_counter">Trang 16</span><div class="page_container" data-page="16">

[Accessed 12 Mar. 2022].

Alina Gorbatch. (2020) How Coca-Cola rules Christmas marketing: campaigns analysis.[Online] Available at: 12 Mar. 2022].

Attest, (2020). Coca-Cola’s Christmas ad steals crown in festive #adtest (Online) Available at: [Accessed 11 Mar. 2022].

Jenny Brewer. (2020). Taika Waititi directs Coca-Cola’s Christmas advert, and yes it features the light-up Coke truck. [Online] Available at:

[Accessed 12 Mar. 2022].

The Coca-Cola Company. (2020). Coca-Cola 2020 Holiday Campaign - News & Articles. [Online] Available at: www.coca-colacompany.com/news/2020-holiday-campaign?fbclid=IwAR0UKtjxRGBmjxDrNPBQfpsd0t2-

FpTfJNkmGQhu1bkkljQjB3u77nu6xCA. [Accessed 12 Mar. 2022].Sarah Vizard. (2020) Coca-Cola crowned this year’s most effective Christmas ad. [Online] Available at: 12 Mar. 2022].

</div>