Black Santa

Christmas has always been a territory that belongs to Coca-Cola. However, in recent years, various brands from different began to dispute the Christmas space in the hearts of Brazilians, which was making Coca-Cola lose its share of voice and brand engagement during the holidays period.

We noticed Christmas signs didn´t resonate with everybody. So only the brand that shaped Christmas was able to reinvent it.  This is why we decided to air for the first time a Black Santa as the protagonist of Christmas Stories. Together with a heart-warming video, we made the first sponsored Christmas TV Special, with a beautiful and inclusive story about a Black person who wanted to play the role of Santa Claus. We took this story to PDVs and truck parades all over the country with real black Santas.

We reached a record in Brand Engagement - with an increase of 4.9 pp, more than double the expected. Our userbase grew 70% higher than expected. Our campaign had the highest “Campaign Recognition” of the year and achieved the global trending topics on Twitter organically.