Both of Coca-Cola’s Christmas adverts for 2023 have achieved “exceptional” effectiveness rankings, securing the brand an advertising double-whammy, according to effectiveness measurement platform System1.
The latest instalment of the soft-drink brand’s long-running ‘Holidays Are Coming’ has achieved the highest possible score awarded by the platform (5.9), whilst last week’s kindness-themed ‘The World Needs More Santas’ received a rating of 5.3.
Coca-Cola has now been has been the second-best performing festive advertiser of the last three years, with its adverts averaging 5.6. This success is backed up by a considerable festive advertising legacy.
“Every year the Christmas trucks roll for Coke and every year “Holidays Are Coming” scores 5-Stars. In fact it’s the yardstick of Christmas advertising. How many new ads will match or beat Coke’s annual classic? This year “Holidays Are Coming” has hit the maximum possible 5.9-Stars, underlining what a phenomenal asset it is for Coke and the power of re-investing, again and again, in great creative. As System1’s research proves, wear out is very much a myth,” System1 chief customer officer, Jon Evans said.
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“The ad hasn’t aired yet so the score doesn’t reflect any tweaks Coca-Cola might have made to their creative this time, but in past years it’s been identical. The higher score means the public are in a particularly festive mood this year, and brands that have put their money on traditional themes and Christmas magic should see ads do well.
He continued: “One example of a brand doing that is… Coca-Cola! “Holidays Are Coming” is such a hit they don’t strictly need to make a new Christmas ad. But they usually do anyway, and this year’s ad, “The World Needs More Santas”, gets them a second 5-Star success.
“At 5.3-Stars it’s on track to be one of the top new Christmas ads this year, and its vision of a world where everyone is Father Christmas is funny, original, and right on target for 2023’s audiences, who want some good old-fashioned Merry in their Christmas this year.
“Decking the halls in Coca-Cola red won’t hurt them either. It’s a double whammy of 5-Star ads which make this Coke’s best ever Christmas from a Test Your Ad perspective.”
This year’s edition of ‘Holidays Are Coming’ is set to be released later this week (10 November), as a result System1 tested the brand’s 2020 version to determine the combined ranking.
