ATLANTA — Coca-Cola has tapped pop star Natasha Bedingfield for its 2011 fully integrated holiday marketing campaign.
As part of the campaign, Coca-Cola will launch Bedingfield's version of the holiday anthem, “Shake Up Christmas,” in six languages, along with new television spots, online and mobile experiences, in-store promotions and packaging.
This year's campaign, the company said, builds on its 2010 campaign that surrounded the world inside Santa Claus' snow globe, where people who are bogged down by their regular day-to-day activities are brought together to celebrate the holidays and enjoy moments of happiness. Additionally, components of this year's digital campaign include an application to create and share personalized Christmas greetings by cropping a photo into a dance performance to “Shake Up Christmas,” a Facebook gaming application and gifting of mobile assets, such as customized Christmas wallpaper and ringtones.
“The holidays, in particular, are a time when people take pleasure in coming together and honoring tradition,” Coca-Cola SVP sparkling brands Shay Drohan said. “Last year, we added the snow globe to our lexicon of iconic holiday images that includes Santa Claus and the Coca-Cola Holiday Caravan trucks. This year, we continue the tradition of holiday storytelling, but we’ve refreshed the campaign with new creative and Natasha Bedingfield’s unparalleled talent.”