100 years of Christmas: The story of how Coca-Cola has shared the gift of Christmas from 1920 to 2020

Abstract

Coca-Cola is might be one of the best-known brands across the world. From the Australian outback to center Europe, from Alaska to Cape Town, there is no other brand whose presence and appeal cut across culture and religion as Coca-Cola does. Nowadays, this brand is the outcome of decades of excellent advertising campaigns in different languages, channels and media. In this research, the catalyst behind the growth of the Coca-Cola brand is the analysis and study of the most memorable advertising Christmas campaigns across one hundred years. This thesis is a qualitative research that examines the marketing strategies and core creative ideas behind some of the most successful advertising campaigns of The Coca-Cola Company. To understand the advertising campaigns carried out on Christmas over the past 100 years, the researcher focuses on how Coca-Cola has built a wealth of memories and connections at Christmas. The deep analysis of the campaigns will be preceded by a step-by-step investigation methodology of different aspects tightly woven to society, contemporary culture, heritage and family traditions.