ATLANTA -- Coca-Cola is going global for the holidays again this year; this time with the help of international pop star Natasha Bedingfield.
As part of a fully integrated marketing campaign, Bedingfield is putting her unique spin on the holiday anthem “Shake Up Christmas,” not just through her vocals, but through her flair for languages. Bedingfield has recorded the song in six languages--including Spanish, French, Swahili, Filipino and Ukrainian in addition to English--reflecting the truly global tradition of coming together at this time of year, a key message of the Coca-Cola holiday campaign.
In addition to launching Bedingfield’s version of “Shake Up Christmas,” Coca-Cola is introducing new television spots, online and mobile experiences, in-store promotions and packaging. The campaign, which is an extension of the global marketing platform “Open Happiness,” is set to launch this month and roll out in over 90 countries across the globe over the coming weeks.
The first spot opens with vignettes of people who are alone and feel disconnected from shared holiday celebrations: a piano player who performs solo for tables of holiday revelers who are enjoying each other’s company at a restaurant, a father who is stuck working late at the office, a solitary young worker who is hanging holiday decorations on the side of a building.
Santa Claus, while on his break enjoying a Coca-Cola in his workshop, begins tilting the snow globe inside which these three men all exist. The Coca-Cola Holiday Caravan delivery trucks are sent into action, and the three men begin rolling to their new destinations to be reunited with their loved ones.
A second spot focuses on two boys, who are similarly brought together through the gentle tilts of Santa’s snow globe to play soccer with one another.
Natasha Bedingfield’s single “Shake Up Christmas” is now available on iTunes.
Atlanta-based Coca-Cola Co. is the world's largest beverage company with more than 500 sparkling and still brands. Led by Coca-Cola, the world's most valuable brand, the company’s portfolio includes 15 billion-dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle.
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