For people around the world, the Christmas season starts with hearing the Coke Xmas Song: a chart hit for 23 years.

In 2018, Coca-Cola aims to play a more cultural relevant role in the Christmas communication – as more and more brands spend high budgets, Xmas ads have become competitive.

2018 – there’s more hate, new walls and growing injustice. A world that has changed so much needs a new message! We completely rewrote the lyrics: the Xmas song became a hymn for togetherness.

Coca-Cola's cultural leadership is an icon of inclusiveness & tolerance in today's complex world. The brand purpose is to unite people and to bridge any social divides. So with a new kind of Xmas communication, we wanted to reach everyone across all ages, genders and nationalities.

By completely rewriting the lyrics of the Xmas song – a classic, a hit that the whole world knows for 23 years – we created the perfect hook for PR.

We identified Spotify as one of our main channels: users have created over 18 million Christmas-themed playlists so far.

In 16 countries, we launched a campaign going far beyond traditional Xmas spots.

By rewriting the famous Coke Xmas song lyrics (Such as “Embrace your neighbour near and far, There’s a shared understanding in us all, So let’s come together and remember who we are” or “All the future generations, Standing arm to arm, Let them feel the connections all around, Invite them in with smiles and open hearts”), we created a 3 min long new heartwarming hymn for togetherness that people heard everywhere in the Christmas season:

• Official Music Video on MTV, performed by The Kingdom Choir feat. Camélia Jordana (France) & Namika (Germany)

• Official Sony Music Release, ranked in the Spotify Top 10.

Our reminder to the world of what Christmas really is about – and the brand Coca-Cola.

Our campaign in 16 countries went far beyond traditional Xmas spots.

A full 3 min Music Video on MTV, performed by The Kingdom Choir feat. Camélia Jordana (France) & Namika (Germany), and an official Sony Music Release, ranked in the Spotify Top 10, spread our Changemas message on & offline across Europe.

The artists lived and breathed togetherness to the fullest and carried it even further, also to their millions of followers:

• as sing alongs on tiktok

• with posts & video snippets on their social media channels

• in interviews with leading newspapers (“A message full of hope” BUNTE)

• in the discussion in social media

• in TV shows (such as “Good Morning Britain” on itv)– creating a media value of € 178 mil.

In total, the branded Changemas message made it into 1.2 billion ears & hearts.

Our reminder to the world of what Christmas reallyisabout–and-Coca-Cola.