Marketing Currents - Business and Marketing Current Events

Coca-Cola salutes ‘holiday heroes’ with personalized soda bottles


With a century’s worth of iconic holiday imagery (including polar bears, penguins and the modern version of Santa Claus), Coca-Cola’s holiday marketing has become intertwined with the yuletide season. Many traditions have been upended by the COVID-19 pandemic this year, driving the brand to offer fans a way to acknowledge those who deserve an extra thanks.

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Discussion Questions:

  1. Can you think of a Coca-Cola holiday ad from previous years that resonated with you?
  2. Why do you think Coca-Cola has been so successful in the past with their holiday marketing campaigns?
  3. Based on information from this story, describe Coca-Cola’s holiday marketing strategy this year.
  4. How might that past success have influenced Coca-Cola’s strategy for this holiday season?
  5. What is product positioning?
  6. How might Coca-Cola’s decision to feature ‘holiday heroes’ on its packaging and labeling represent a positioning strategy?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.