The World Needs More Santas

The task

Ever since Coca-Cola introduced the red and white Santa, the brand has had a strong association with Christmas. This year, Coca-Cola wanted to do more than just contribute to holiday cheer; they wanted to create "Real Magic" for people. Coca-Cola aimed to craft a Christmas PR activation to elevate awareness of their ESG initiatives in Sweden. As a global brand, achieving genuine local impact in terms of public perception posed a challenge. Thus, the activation needed to resonate nationwide and possess potential to grow and thrive for a long time.

The solution

With alarmingly high food costs and a recession, many Swedes were struggling before Christmas. Supporting each other is paramount. Therefore, Story went on a nationwide search for people who spread kindness and create Real Magic, and found Christmas Heroes all over Sweden, from Piteå to Trelleborg. Together, we hosted a concert for the lonely, distributed lunchboxes, provided free haircuts and offered groceries to those in need. To enhance the Real Magic of Christmas and the message "The World Needs More Santas," 70 Coca-Cola Santas were released in three major Swedish cities with one mission – to spread joy and kindness.

The result

The campaign reached over 8,2 million, amassing to almost 100 press clippings in TV, radio, national and local newspapers.

And more importantly, created Real Magic Impact across Sweden. With Coca-Cola's support:

• Jimmy Brorsson distributed 1,000 lunchboxes in Trelleborg, sparking viral attention with a post urging those in need to stop by

• Julhjälpen i Stockholm aided 30 additional families, setting a new record of support for a total of 100 families

• Helhjärtat i Norr provided Christmas grocery bags to 210 families. Coca-Cola will deliver drinks to their social activities in 2024

• Larz-Kristerz entertained 120 guests at a gathering for the lonely. Coca-Cola has also pledged to cover all rental fees in 2024 for Lördagsträffen i Linghem

• Nimet Skoro and colleagues in Karlskrona gave 43 free haircuts, along with groceries and vouchers

• Nearly 70 Santas performed 1,600 acts of kindness, spreading joy across Sweden

See the case movie below: