Coca-Cola has launched its 2023 Christmas ad, which focuses on “kindness” rather than being product-centric. However, at Christmas ElDessouky says the brand wants “to tell a story” and highlight more human narratives and values, rather than putting product front and centre. Its iconic ad ‘Wonderful Dream (Holidays are Coming)’, featuring Coca-Cola Christmas trucks and Santa himself, first aired in 1995. “I think some moments still deserve to have a big TV moment,” ElDessouky says. For Coca-Cola, Christmas is one of those, as are other occasions such as Ramadan, and the Super Bowl in the US.

Source: The Star November 03, 2023 11:02 UTC