Share a Coke
Reimagining Coca-Cola's iconic campaign to spark authentic connections and joy across generations
Refresh Your Holidays
Coca-Cola’s holiday campaign celebrates givers and the joy of the season with uplifting experiences and magical moments
- Office
- VML
- Client
- The Coca-Cola Company
The holiday season can be the most wonderful time of the year — but also the busiest. Coca-Cola’s “Refresh Your Holidays” campaign invites everyone to pause, savor the moment, and rediscover joy with every sip. From heartwarming storytelling to immersive experiences, the campaign brings the magic of the season to life in ways that uplift and inspire human connection.
This year, our iconic Coca-Cola holiday campaign strives to encourage a moment of refresh and a much-deserved break for all those who tirelessly work behind the scenes to craft the magic of the season.
While Coca-Cola has the strongest unprompted association with Christmas, the drink itself isn’t always top-of-mind as part of holiday celebrations. The challenge was to position Coca-Cola as the drink of choice for holiday givers, those behind-the-scenes heroes who work tirelessly to make the season magical, while ensuring the brand’s iconic presence remained relevant and compelling.
The team drew inspiration from what makes the holidays most memorable: a shared laugh, a pause to enjoy a simple pleasure, or the sparkle of a magical ornament. The campaign aimed to honor those who give selflessly, celebrating their efforts while reminding everyone to embrace the joy of the season.
“Refresh Your Holidays” centers on uplifting givers by transforming busy, stressful moments into opportunities for connection and joy. At the heart of the campaign is the live-action film, "A Holiday Memory," which follows a mother caught in the holiday hustle. After refreshing with an ice-cold gulp of Coca-Cola, she discovers a magical ornament that embodies the true meaning of the season.
Developed by WPP Open X and led by VML, the campaign is rolling out across North America, Latin America, and Asia South-Pacific markets. VML executed the campaign across all touchpoints — out-of-home, social, shopper/commerce, digital, and experiential — while Ogilvy and Burson handled PR efforts and EssenceMediacom oversaw experience planning and media strategy.
Key elements include the heartwarming TVC A Holiday Memory, immersive Coca-Cola Christmas Truck Tours bringing communities together, and on-pack prizes that add excitement to every sip. Every activation reinforces the campaign’s focus on connection, joy, and uplifting the givers behind the holiday season, bringing Coca-Cola’s magic to life across multiple channels and experiences.
