Close your eyes and think of Santa Claus.
A portly man in red with a flowing white beard and a twinkle in his eye? The iconic image of Santa etched in our collective consciousness likely traces back to Haddon Sundblom’s 1931 painting used in a Coca-Cola ad campaign. Coca-Cola’s Santa embodied the joy and generosity of the ideal grandpa. This portrayal of Santa defined his image for generations and positioned Coca-Cola as a trendsetter and pioneer in holiday marketing.
As advertising mediums evolved from print to television and digital, Coca-Cola has continued to be synonymous with holiday marketing. Always on the lookout for innovative ways to engage audiences at the holidays, Coca-Cola recently sought to write a new chapter by partnering with Roku for a magical campaign for the 2023 holiday season.
Coca-Cola is the first to sponsor Roku’s all-new All Things Food content destination, a collection of the best culinary content in a single, easily discoverable destination. The immersive content destination is the best place to find all cooking, baking, and culinary competition shows from across all streaming apps on Roku, such as Martha Cooks, The Great American Baking Show, The Cupcake Guys, and more.
Streamers’ access to All Things Food is larger than life on the platform with promotion on the homescreen including the central app grid, the Marquee Ad, the branded Spotlight Ad, and featured Home Screen Menu promotions. You will also find All Things Food in search results and across other discovery experiences such as Featured Free, What to Watch, and Live TV.
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The content destination will help Coca-Cola connect with an audience that can’t be found on linear TV. In fact, sixty-six percent of viewers who watch lifestyle content on The Roku Channel are cord-cutters.¹
For five days during the prime holiday season, Coca-Cola will be featured in Roku City, our mesmerizing screensaver filled with hidden movie and TV references that reaches 40 million households monthly.² Coca-Cola will be front-and-center with billboards featuring the brand’s iconic red-and-white branding and its All Things Food content destination this placement ensures high visibility.
Keep an eye out for Coca-Cola in Roku City later this month!
Streamers can even purchase Coca-Cola products through a shoppable experience within the All Things Food content destination. Customers can get $3 off their DoorDash order with a purchase of select Coca-Cola products* during December with one simple click on their Roku remote. The action ad eliminates the hassle of QR codes or typing in long credit card numbers. With 57% of Roku streamers showing interest in shopping directly from ads, the feature taps into a significant consumer behavior trend and shortens the path to purchase.³
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The destination will also feature the Season 2 premiere of the Roku Original series Martha Holidays, of which Coca-Cola is a proud sponsor. In the series, lifestyle icon Martha Stewart reveals her favorite dishes, decorating tips, gift ideas and crafts to make the holiday season special.
Coca-Cola's premiere sponsorship includes a branded Marquee ad that harnesses the power of the Roku platform, category exclusivity and in-content video. The campaign also includes a custom holiday-themed vignette created by the Roku Brand Studio, featuring actress Simone Boyce, who Roku Channel fans may recognize from the bespoke platform franchise The Roku Rundown.
“On Roku, brands can connect with the cord-cutting demographic in new and exciting ways. From Roku City to action ads to the All Things Food content destination, Coca-Cola is maximizing reach on Roku’s platform while engaging key audiences during this all important season.” - Katina Papas Wachter, Head of Integrated Brand Partnerships, The Roku Channel
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¹ Roku first party data, 2023
² Roku internal data, 2023
³ Roku + Harris Poll Study, 2022 ; Roku Internal Survey
*Offer T&Cs
Offer valid through 1/14/24 or while supplies last. Valid only on orders including 2 Coca-Cola® beverages. Only at participating convenience and grocery stores. Limit one redemption per person. Discount applies to item price; fees, taxes, and gratuity still apply. If full discount value exceeds the item price, remaining value will be forfeited. All orders subject to availability. Must have or create a valid DoorDash account with a valid form of accepted payment on file. No cash value. Non-transferable. DoorDash reserves the right to cancel or modify this offer at any time. See additional terms and conditions at https://drd.sh/8ONpZP/. For promotions support please visit http://help.doordash.com.