The fluffy white beard, the red suit, the shiny black shoes – it could only be one man. What people may not realise, however, is that Coca-Cola played a pivotal role in popularising the image of Santa Claus we know and love today.
“Over the years, Coca-Cola has remained synonymous with Christmas and the festive season,” says Agnese Filippi, country manager of Coca-Cola Ireland. “The company’s deep-rooted connection with Christmas and Santa goes back to the 1930s when a commercial artist named Haddon Sundblom created iconic illustrations of Santa Claus in a red suit for Coca-Cola advertisements that helped shape the modern image of the man we know today.”
Each year at Christmas, Filippi says, Coca-Cola embraces its indelible association with the festive season by running heartwarming campaigns “symbolising the spirit of joy, togetherness, and the magic of Christmas” that help to foster connection.
Coca-Cola’s Christmas truck has become one of the central images of the season too – for its newest Holidays are Coming ad the brand has used the up-to-the-minute AI technology, making it even more exciting on screen – and this year a real-life Coca-Cola Christmas truck tour has stopped in Dublin, Belfast, Cork and Limerick.
‘A gas emergency would quickly turn into an electricity emergency. It is low-risk, but high-consequence’
The secret to cooking a delicious, fuss free Christmas turkey? You just need a little help
How LEO Digital for Business is helping to boost small business competitiveness
‘I have to believe that this situation is not forever’: stress mounts in homeless parents and children living in claustrophobic one-room accommodation
“For many, seeing the iconic Christmas truck in real life or just the famous ad on TV marks the start of the festive season, creating memorable experiences and spreading holiday cheer,” says Filippi. “It provides an opportunity for families and friends to come together and create those magical memories that will be remembered in the years to come – because anyone can be Santa and truly embrace the festive spirit.”
This year Coca-Cola’s Christmas campaign in Ireland is called The World Needs More Santas. The goal is to inspire people to embrace their inner Santa this festive season and promote acts of kindness – because the world, as we know, always needs more kindness too.
Now in its second year, the film The World Needs More Santas reminds people that one act of Christmas kindness can spark the inner Santa in each of us. The film is soundtracked by British singer-songwriter Celeste, with a cover of Anyone Can Be Santa.
“We believe that by embracing our inner Santa, we can all spread joy and kindness by being a little more generous. The inspiration behind this year’s campaign is to highlight and inspire people to see how these small acts can create real magic, foster a sense of community and reinforce the true spirit of the holiday season,” says Filippi.
Coca-Cola Ireland has again partnered with the Irish Youth Foundation and Youth Action Northern Ireland to provide funds that will help create genuine moments of human connection and spread festive joy to youth groups across the island of Ireland.
One of the groups benefiting is the Aisling Project, based in Ballymun, Dublin. It aims to tackle educational disadvantage and encourage improved school participation and completion by targeting young people who are at risk of early school leaving.
“Giving back to the community is at the heart of what we do at Coca-Cola,” Filippi says. “By supporting the Irish Youth Foundation and Youth Action Northern Ireland we can spread some Christmas magic among youth groups in communities across the island of Ireland. It’s our way of ensuring that everyone experiences a bit of magic during Christmas.”
“The special donation from The Coca-Cola Company will help us create real magic for youth groups across the country this Christmas, enabling us to fund festive activities, provide essential resources, and bring communities together to celebrate the joy of Christmas,” says Sarah Edmonds, head of grants and programmes at the Irish Youth Foundation.
“It will spread joy and deliver a much-needed festive boost to communities throughout the island of Ireland while aligning with the Irish Youth Foundation’s mission to support young people facing adversity and ensure they have the resources and opportunities to thrive.”
Coca-Cola has been a steadfast partner of the Irish Youth Foundation for many years, collaborating through initiatives such as the Coca-Cola Thank You Fund. This work has had a “transformative” impact, says Edmonds.
“Coca-Cola has awarded nearly €2 million to 182 non-profit organisations, empowering young people and enriching communities. This latest gesture of generosity further underscores Coca-Cola’s commitment to supporting the next generation, and we are deeply grateful for their continued partnership.”
The initiative is enhanced by a collaboration with online advertising company Good Loop which works with brands to raise money for charity. When someone watches this year’s Coca-Cola Christmas ad online, they will unlock a free donation. As part of the campaign, Coca-Cola’s festive advertisements have been lighting up across Ireland, including at city centre locations such as St Stephen’s Green in Dublin, adding extra sparkle to the season.
Coca-Cola has also renewed its sponsorship of Christmas FM for the sixth year, enabling the station to bring cheer to the nation, spreading the spirit of Christmas across the airwaves while supporting good causes.
Sharing a meal with loved ones is a huge part of Christmas. The Coca-Cola Company’s bottling partner, Coca-Cola HBC, has teamed up with Tesco Ireland and FoodCloud on the Win a Meal, Give a Meal campaign which will donate more than 70,000 meals to those in need across the island.
And if that Christmas party is going to be a late one, Coca-Cola is again running its Designated Driver campaign. Now in its 20th year, the campaign has partnered with TV presenter, Olympian and Ironman Greg O’Shea for 2024 to highlight the importance of taking on the responsibility of making sure those dear to us get home safely at Christmas. More than 350 venues across Ireland will offer designated drivers two free soft drinks from the Coca-Cola range for free, as a simple thank you.
“This campaign rewards drivers who ensure their friends and family get home safely during this festive season – an essential act of kindness during Christmas time,” Filippi notes. Designated drivers, she adds, are the “unsung heroes” of the festive season: “With road safety remaining a top priority, the Designated Driver campaign is more important than ever before.”