As part of a fully integrated marketing campaign, Bedingfield is putting her unique spin on the holiday anthem “Shake Up Christmas,” originally popularised last year by the Grammy Award-winning band Train.
Bedingfield has recorded the song in a remarkable six languages, reflecting the global tradition of coming together at this special time of year, a key message of the Coca-Cola holiday campaign.
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 in over 90 countries across the globe.
The digital campaign has evolved to include new robust mobile initiatives including an application to create and share personalised 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 customised Christmas wallpaper and ringtones, the company said.
Shay Drohan, SVP, Sparkling Brands, The Coca-Cola Company, said: “The holidays, in particular, are a time when people take pleasure in coming together and honouring tradition. Last year, we added the snow globe to our lexicon of iconic holiday images that includes Santa Claus and the Coca-Cola Holiday Caravan trucks. This year, we continue the tradition of holiday storytelling, but we’ve refreshed the campaign with new creative and Natasha Bedingfield’s unparalleled talent.”
Natasha Bedingfield explained: “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. When we gather for the holidays, one of our favourite 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.”
Source: The Coca-Cola Company
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