Coca-Cola Taps Natasha for Holiday Campaign

Coca-Cola is going global for the holidays with the help of international pop star Natasha Bedingfield. As part of a fully integrated marketing campaign, Bedingfield is putting her unique spin on the holiday anthem “Shake Up Christmas”, not just through her inspiring vocals, but through her amazing flair for languages.

Bedingfield has recorded the song in a six languages – including Spanish, French, Swahili, Filipino and Ukrainian in addition to English – reflecting the global tradition of coming together at this special time of year, a key message of the Coca-Cola holiday campaign.

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In addition to launching Bedingfield’s version of “Shake Up Christmas,” Coca-Cola is introducing new television spots, online and mobile experiences, in-store promotions and packaging. The campaign, which is an extension of the global marketing platform “Open Happiness” is set to launch this month and roll out in over 90 countries across the globe over the coming weeks. It was announced Friday, Nov. 25.

Leveraging its 2010 holiday campaign, Coca-Cola revisits the world inside Santa Claus’ snow globe where people who are bogged down by their regular day-to-day activities are brought together – over a memorable holiday tune, a special meal, or a shared bottle of Coca-Cola – to celebrate the holidays and enjoy simple moments of happiness.

The digital campaign has evolved to include new mobile initiatives including 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.

“I feel like this campaign speaks to me personally, since my career often takes me out on the road, which makes me cherish those precious moments with friends and family that much more,” explained Natasha Bedingfield.

“When we gather for the holidays, one of our favorite traditions is singing holiday songs, so it’s really meaningful for me to perform a song that friends and families the world over can enjoy together.”

Bedingfield’s uplifting version of “Shake Up Christmas” was created in collaboration with boutique innovation house Deviant Ventures and accompanies two new television commercials, produced in partnership with McCann Spain and Coca-Cola marketing teams in Germany and Mexico along with the global marketing team.

RMN News

Rakesh Raman