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Coca-Cola is participating in the Christmas movies



New York
CNN Business

Coca-Cola is hoping that this holiday seasonfamilies will open some MissGrab a comfortable spot and watch the studio’s first Christmas Anthology series.

The beverage company has partnered with production company Imagine Entertainment to create three short films that are available to watch on Amazon Prime globally. starting Wednesday.

The venture is a continuation of Coca-Cola’s Real Magic platform, which uses an experimental approach to marketing the company’s core product.

Over the past year, Real Magic has focused on unusual, limited-time flavors like star Light, bytes and Dream worldwas launched with digital experiences including hologram concerts and debut in Fortnite. The Christmas anthology is part of a new platform called Real Magic Presents.

In

For Coca-Cola

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it is important to do more than just sell soft drinks — the carbonated soft drink giant must connect with young consumers and build new traditions, especially as interest in soft drinks grows. station, there is a road is stalled.

“We are always exploring new ways to reach our audience,” said Selman Careaga, Coca-Cola brand president, calling Christmas “a great canvas for creativity.” The anthology, he said, is “a new way to bond” with the holiday.

Coca-Cola has a history tied to Christmas, so much so that the company has a FAQ page for “Did Coca-Cola Make Santa Claus?” (Answer: Something like that. In 1931, the company commissioned a painting of Santa Claus that matched the way he was portrayed in America today, according to this page.)

In recent years, the company polar bears and brightly lit trucks have been closely associated with the holiday.

This year, Coke is trying something a little more upscale.

After launching the Real Magic platform in 2021, Coca-Cola published a YouTube video called “Real Magic at Christmas” about a The boy bonded with his new neighbors by working together to build a chimney out of cardboard boxes.

This year, short films are longer — 10 to 12 minutes — and more ambitious.

A vampire meets his girlfriend's family.

There’s “Alma,” showing a single mother feeling cool at Christmas being reminded of the joys of the holiday by a sentient computer; “Les Petits Mondes De Noël,” a sentimental love story about two exes reunited in Paris; and Christmas Bites, about a vampire who wins the heart of his girlfriend’s family by stepping into the role of Santa Claus on Christmas Eve.

Viewers don’t necessarily know that these are Coca-Cola movies, except for the fact that each film features at least one character sipping a Coke.

But for the company, shorts are more than just product placement. “It allows us to work on content that aligns with our Real Magic platform,” said Careaga.

These movies aren’t your typical cheesy Christmas movie, and not just because they’re short films. There are no overt love stories, the fat snowflakes revolve around fake suits or ugly sweaters (at least, not so much).

The Hallmark model may be popular in the United States, but it doesn’t necessarily have to have global appeal, said Marc Gilbar, EVP of branding and documentary at Imagine Entertainment.

Characters reconnect in

“I mentioned the Hallmark movies” to members of the global team working on the project, Gilbar said. “That abbreviation doesn’t mean much to someone in Spain or someone in Argentina. It is more focused on our tradition.”

The Coca-Cola anthology is designed to appeal to a global audience. “Alma,” set in Mexico, in Spanish, and “Les Petits Mondes De Noël,” in French. Only “Christmas Bites” is available in English.

And while these are certainly Christmas movies, they’re not too religious.

“Christmas means different things to different people,” says Gilbar. “The religious aspect never really came out. It’s more about other traditions.

When Coke started making movies, rival Pepsi took a different approach, teaming up with the “Falling for Christmas” star. Lindsay Lohan promotes Pilkor Pepsi plus milk, as a holiday tradition.

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