Coca-Cola: Most effective Christmas ad of the year

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The combination of nostalgia-fueled “Holidays Are Coming” and its heart-warming “The Letter” ad combined to make Coca-Cola the most effective advertiser in a year as brands found a number of ways to create effective marketing despite the pandemic. In partnership with Affectiva, marketing research firm Kantar also used facial coding to uncover how consumers emotionally engaged with each ad, determining the ad’s power to elicit an emotional response and the nature of that emotion.

Coca-Cola's two Christmas ads – "Holidays Are Coming" and "The Letter" – were crowned the most effective ads of this year, a year when nostalgia and heart-tugging won out for many brands.

Coca-Cola’s “Holidays Are Coming” was the norway email list top-performing ad in seven of the ten key metrics, according to data shared exclusively with Marketing Week by Kantar. It scored 96 out of 100 in long-term return potential, 100 in brand recall and 96 in brand memory creation.

It also scored 88 for creating warmth and love for the brand, 93 for feeling different and 74 for making people feel more positive about Christmas.

Coca-Cola's 'The Letter' came second in six of the categories, while Aldi came third in four categories and gave its 'Kevin the Carrot' character another strong showing this year, having topped the search last year.