Coca-Cola’s Real Magic: Togetherness in The Joy of Christmas

Hello OptiMIST people!

We are back again with KaMIST! Every week on Thursday we’re going to give you an insight into marketing

Coca-Cola’s Real Magic: Togetherness in The Joy of Christmas

Christmas, Christmas time is near
Time for the magical season, are you ready?

People say that Christmas is the magic season. It is the time when everyone can get rid of all their work, celebrate the Christmas holidays, and get a present from Santa!

What do you usually do to celebrate the Christmas holiday?

One of the most consumed sodas globally, Coca-Cola, celebrates Christmas by launching its first campaign to celebrate the “real magic” of oneness with the community, synonymous with the Christmas season.

Rooted in a simple message of the joy of celebration and inclusion, “Real Magic at Christmas” features short films supported by a series of digital activations. This exhilarating video shows that a boy’s imagination and holiday spirit evokes the community’s goodwill and creates a common magical moment on the holiday feast and Coke.

The video started with a boy and his mother moving into a new apartment at Christmas. This boy was standing in his new house and realizing that there was no fireplace at their place. He needs a chimney to get the present from Santa. Therefore, he decides to make one for himself. The boy began to build a chimney with a bunch of boxes. Seeing him working alone, the neighbors quickly united to help him finish it before Christmas.

Manolo Arroyo, the global chief marketing officer for The Coca-Cola Company, said, “Coca-Cola has always believed in the magic of Christmas and this year our campaign celebrates the real magic of human connections”.

At its core is a simple and uplifting message of unity, tolerance, and positiveness, designed to remind us that all a magical Christmas requires is to share moments with the community and our loved ones.

So, do you believe in the existence of magic in this magical season? This giving season is time for us to share lovely moments with people around us.

Wanna get more insight into marketing? Tune in every Thursday for more KaMIST!

You can reach us at:
LINE: @mistfebui
Instagram: @mistfebui
Twitter: @mistfebui
Facebook: MIST FEB UI


The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.