The month in marketing: Pepsi gets Christmassy with Cardi B as Burger King goes meat free

A Coca-Cola Christmas

Coca-Cola’s festive ‘Holidays Are Coming’ advert has returned for 2019, backed by the fizzy drink manufacturer’s biggest ever media spend.

The campaign kicked off with a Coca-Cola Christmas Truck Tour, which is set to stop at 19 different locations throughout the UK and Ireland.

This year, Coke has partnered with national homeless charity Crisis and will donate 10p to the cause for every can recycled throughout the truck tour.

“For many people, the Coca-Cola ‘Holidays Are Coming’ campaign signals the start of the festive season,” said Kris Robbens, marketing director at Coca-Cola Great Britain and Ireland.

“This year, we’ve taken the iconic and much-loved campaign and made it the biggest yet by bringing back the elements people love and adding new partnerships, activity and special moments to bring it to life in even more ways that we hope our existing fans and new ones will love.”

A Christmas Carol with Cardi B

Coca-Cola’s fiercest rival Pepsi has unveiled its own Christmas ad which stars US rapper Cardi B as a “badass” Santa who sends money around the world on Christmas night in a flying car.

https://www.youtube.com/watch?v=Xp2QxHVOTDI&feature=emb_logo

The spot begins with an origin story: when Cardi was young, the Pepsi lore goes, she was too naughty for Santa’s delivery.

In the ad, we see the American star manning ‘Cardi’s Twerk Shop’, where elves are busy turning cans of Pepsi into cash.

The two-minute film will be cut down to a 30-second TV ad to air for Thanksgiving on 28 November, marking the start of an initiative giving Pepsi drinkers the chance to win cash this Christmas.

The push aims to change the reputation of those who give money instead of a gift during the holidays by turning the ad’s ‘Gift it Forward’ slogan into a new tradition.

According to a press release, the brand will be giving away “hundreds of thousands of dollars” to consumers, who will be encouraged to pass it on to their friends, family and charity.

Burger King banks on meat-free future

Fast food joint Burger King has partnered with Unilever-owned meat substitute specialist, The Vegetarian Butcher, to launch a new range of meat-free burgers.

https://www.youtube.com/watch?v=MptAyTiMlDk

The Rebel Whopper will see the US brand swap traditional beef patties for a range of meatless substitutes across more than 2,400 restaurants spanning 20 European markets.

The launch follows a successful trial of an animal-free sandwich in Sweden earlier this year, where the Rebel Whopper and its sister dish the Rebel Chicken King were embraced by customers.

The veggie initiative will also extend to the US where Burger King will substitute beef for animal-free recipes in its Whopper Jnr and signature hamburger range across 180 restaurants.

Netflix rents cinema in nod to retail

Streaming behemoth Netflix has secured a lease to turn New York City’s Paris Theatre into a brand hub for exclusive events, screenings and theatrical releases.

🚨Major news alert 🚨

We’re beyond thrilled to announce that the doors to New York’s iconic Paris Theatre will remain open! pic.twitter.com/m5K0MZQz16

— Netflix Tudum (@NetflixTudum) November 25, 2019

The 1940s movie theatre, the last single-screen venue in the city, was closed down in August 2019 after its lease with City Cinemas expired.

But Netflix revived the venue during a temporary re-opening to show Noah Baumbach’s Marriage Story on 6 November.

“After 71 years, the Paris Theatre has an enduring legacy and remains the destination for a one-of-a kind movie-going experience,” said Netflix chief content officer Ted Sarandos.

Heineken doubles down on UEFA partnership

Heineken has extended its sponsorship of the UEFA Champions League for a further three seasons and agreed a deal to become the official beer partner of Euro 2020.

HEINEKEN partners with UEFA EURO 2020™ and renews UEFA Champions League sponsorship! Read here to find out more: https://t.co/OANSMV0knh pic.twitter.com/5vnbVLZJCr

— The HEINEKEN Company (@HEINEKENCompany) November 13, 2019

The new deal will see Heineken obtain exclusive pouring rights within stadiums, fan zones and fan villages throughout the competition, supported by LED pitch boarding, digital rights, Man of the Match presentations, match screenings and ticket giveaways.

The Dutch lager brand will also launch a new global TV and digital integrated marketing campaign to be led by Arsenal and Barcelona legend Thierry Henry.

Heineken global sponsorship director Hans Erik Tuijt said: “Heineken has enjoyed an unrivalled relationship with football fans through our sponsorship of the UEFA Champions League.

“We are excited to be able to build the relationship further with the UEFA Euro 2020 partnership, meaning we will be involved in the leading European club and international tournaments.”