A week in Christmas ads: Greenpeace is roasted as Coca-Cola’s jingle hits the spot

The Drum 29 Nov 2019 01:19
Coca-Cola’s Christmas ad has been unofficially kick-starting the festive season since 1995

The past seven days have seen ads from M&S, Homebase and Coca-Cola light up screens across the UK as people get ready to crack open their advent calendars.

In the lead up to the big day, The Drum will be crunching the numbers to reveal which newly unveiled seasonal spots have resonated most with audiences each week.

A convoy of glittering red trucks, an excitable child and snow-dusted hills – Coca-Cola’s Christmas ad has been unofficially kick-starting the festive season since 1995. It’s 2019 version has topped the Christmas ad rankings this week, despite a slight change to the familiar ‘Holidays Are Coming’ jingle that has left some viewers frustrated.

The fizzy drinks giant was competing against new releases from M&S, Boden, Greenpeace and Homebase.

As each piece of seasonal creative rolls out, market research firm System1 is gauging viewers’ emotional responses to campaigns, as well as testing how quickly and strongly they recognise which brand an ad is promoting.

Coca-Cola triumphed with one of the highest spike scores of the year so far, clocking in at 1.7. It’s star score was 5.2, showing its tried-and-tested formula to be driving long-term effectiveness as well as short-term sales.

“Sticking with the same creative year on year has turned a good ad into a tradition. We’ve seen it with Kevin the Carrot for Aldi too - it’s not wear-out brands need to watch for, it’s wear-in.”

Scroll down to see who made it into the top five.

The spot is part of the brand’s biggest ever Christmas push, which has seen it pump record media spend into a global campaign.

Though it scored a star ranking of 4.5, its spike score was low at 1.08 – suggesting viewers are more connected with their stomachs than the brand.

The brand can hope for a strong sales uplift with a spike score of 1.57 too. So pyjamas aren’t just cosier, they’re also more entertaining – it seems.

The fashion brand has created an online film showing how it surprised a group of doctors, nurses and hospital with a festive makeover and party in reward for the work they do year-round.

5. Homebase: ‘Let The Festivities Begin’

Next week, The Drum will be ranking the best and worst-performing ads of the Christmas season so far.

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Coca-ColaBodenSpikeColeJon Evans