COKE BRINGS BACK CHRISTMAS OF OLD
By Adnews Staff
U.S.-based Coca-Cola is bringing back Christmas from the 1930s. The soft drink company is now using packaging that features a Santa Claus painted by Heddon Sundblom in 1931 for Coke advertising. W.B. Doner & Company of Southfield, Michigan created an integrated campaign featuring the Sundblom Santa, a figure which became a classic in Coke advertising in subsequent years. Reproductions of four of Sundblom's works are on Coke multi-pak wraps, cans and bottles. A TV commercial featuring the retro look is scheduled to run internationally. Canadian Coke officials were playing coy last week about when the spot will actually start running in Canada. It began airing in the U.S. last week. Toronto-based MacLaren McCann is doing the media buy in Canada.