The document analyzes Coca-Cola's Santa Claus ad campaign. It discusses the target audience of general Christmas shoppers and Coke drinkers. The key promise is of a return to classic times and feelings associated with the holidays. To reach younger audiences, the campaign proposed an online game set in Santa's house rewarding players with points and ranks for interacting with the warm, nostalgic images from the 1920s-era Santa ads.

1. Ad Campaign Analysis:
The Coca-Cola Santa Claus
By: Chipp T-Box

2. General Information
• Type of product or service:
– Carbonated beverage
• Brand:
– Cola-Cola
• Campaign Name:
– Coca-Cola Santa Series

3. Creative Briefing
Target Audience
• Generalized
targeting aimed at
Christmas
shoppers and
Coca-Cola
drinkers.
Desired
Positioning
• A classic
berverage for
classic hollidays.
Key promise or
benefit:
• A return to classic
times and
feelings.
Communication
tone:
• Emotional.

4. Message Analysis
•There is no particular instance of speech. Warmth is communicated.
What does it say?
•It is said through a particular set of old-style images of Santa Claus (c. 1920) with warm and
happy content.
How is it said?
•It is addressed to the general public and to Christmas Shoppers.
Whom is it addressed to?
•It is said during the Christmas shopping season.
When is it said?
•It is said in Santa’s house.
Where is it said?

5. Web Platform
To make the image attractive
and valid for young users, an
online game would be created.

6. Web Platform (cont.)
The game would reward
the players with points
and ranks.

7. Campaign Video

8. Personal Opinion