ATLANTA Coca-Cola is kicking off the holiday festivities this year with new advertising highlighting family and friends throughout the world.
A new television ad, called “At The Table,” will make its global debut, airing during select family programming such as ESPN and ABC’s college football broadcasts during Thanksgiving weekend, and on ABC’s Nov. 30 broadcast of “The Polar Express.” The ad is the latest addition to the critically acclaimed “Coke Side of Life” campaign created by Wieden and Kennedy.
The ad builds on other recent efforts by Coca-Cola to highlight the importance of family meal time. Another new 30-second spot, titled “Around The Table,” currently is running in several local U.S. Markets and will begin airing nationally in January.
“Coca-Cola has always brought people together. Each of these ‘Coke Side of Life’ ads is about friends and families connecting and sharing,” said Katie Bayne, chief marketing officer of Coca-Cola North America. “There is now considerable research that shows the tangible benefits of sharing meals together. We understand and believe in the value of coming together—during the holidays and every day.”
The popular “Arctic Beach Party” ad will return for the 2007 holiday season, as well. Over the years, the Coca-Cola polar bears have come to represent the fun and togetherness that friends and family share, especially during the holiday season. In addition to the Coca-Cola polar bears reappearance for the holidays, the famous Coca-Cola Sundblom Santa will begin appearing in out-of-home advertising in cities around the U.S. this week.