New York
CNN Service
–.
Coca-Cola is hoping that this holiday season, households will crack open some Cokes, settle into a comfortable area and view its
very first Christmas Anthology movie series.
The drink business partnered with production firm Picture Home entertainment to produce 3 short films
, which are readily available to view on Amazon Prime around the world beginning Wednesday.
The endeavor is an extension of Coca-Cola’s
Genuine Magic platform, which takes an experimental method to marketing the business’s core product.
In the past year, Real Magic has actually concentrated on unusual, limited-time tastes such as Starlight, Byte and Dreamworld, which have been launched alongside digital experiences consisting of a holographic performance and a launching in Fortnite. The Christmas Anthology becomes part of a brand-new platform called Genuine Magic Presents.
For Coca-Cola. (KO), it is necessary to do more than just offer soda– the soda giant has to connect with younger consumers and construct new traditions, particularly as interest in sugary, carbonated soft drinks stagnates.
” We’re constantly exploring brand-new ways to reach our audience,” said Selman Careaga, classification president of Coca-Cola hallmark, calling Christmas” a fantastic canvas for imagination. “The anthology, he said, is”
a brand-new method to engage” with the holiday. Coca-Cola has a history of associating itself with Christmas, a lot so that the business has a frequently asked question page for “Did Coca-Cola produce Santa Claus? “( The answer: Sort of. In 1931, the business commissioned a painting of Santa that aligns with how he is
depicted in the United States today, according to the page.).
In more recent years, the business’s polar bears and brightly-lit trucks have been strongly linked with the holiday.
This year, Coke is trying something a little bit more high-concept.< p class=" paragraph inline-placeholder
” data-uri=” archive.cms.cnn.com/_components/paragraph/instances/[email protected]” data-editable =” text “data-component-name=” paragraph” > After introducing the Real Magic platform in 2021, Coca-Cola published a video on YouTube called” Real Magic at Christmas,” about a kid who bonds with his new next-door neighbors by interacting to build a chimney out of cardboard boxes.
This year, the brief films are longer– running between 10 and 12 minutes– and more enthusiastic.
There’s “Alma,” which shows a single mommy who has cooled on Christmas being advised of the happiness of the vacation by a sentient computer;” Les Petits Mondes De Noël, “a moody love story about 2 exes who reunite in Paris; and” Christmas Bites,” about a vampire who wins over his girlfriend’s household when he actions in for Santa on Christmas
Eve. A viewer wouldn’t necessarily know that these are Coca-Cola motion pictures,
except for the reality that each film features a minimum of one character drinking a Coke.
But for the company, the shorts
are about more than simply product placement.” It allows us to deal with material that suits our Real Magic platform, “stated Careaga.
The films are not your common cheesy Christmas movie, and not only because they’re
shorts. There are no obvious love stories, fat snowflakes swirling around fake sets or ugly sweatshirts (at least, not too many).
The Hallmark design might be popular in the United States, but it does not always have global appeal, stated Marc Gilbar, EVP of
brands and documentaries at Think of Home entertainment.
” I pointed out Trademark films” to members of the worldwide group dealing with the task, Gilbar stated.” That shorthand does not mean much to somebody in Spain or someone in Argentina. It’s more focused on our traditions
.”. The Coca-Cola anthology is developed to attract an international audience. “Alma,” embeded in Mexico, is in
Spanish, and” Les Petits Mondes De Noël, “remains in French. Just” Christmas Bites” is in English.< p class= "paragraph inline-placeholder" data-uri
=” archive.cms.cnn.com/_components/paragraph/instances/[email protected]” data-editable =” text” data-component-name=” paragraph “> And although these are certainly Christmas movies, they’re not overtly religious.
” Christmas indicates various things to different individuals,” Gilbar said.” The religious aspect never ever actually came up. It was more about other customs.”.
As Coke dips its toes in film-making, competing Pepsi took another technique, partnering with” Succumbing to Christmas “star Lindsay Lohan to promote Pilk, or Pepsi plus milk, as a vacation custom.