Embracing Coca-Cola’s Christmas spirit through a seamless, brand-led activation on Amazon.
The challenge & insight
Coca-Cola needed a way to stand out and drive sales in the crowded holiday season. The challenge wasn’t simply to drive seasonal sales, but to reinforce Coca-Cola’s long-standing role as a brand associated with connection, generosity, and shared moments. While integrating seamlessly with Amazon’s e-commerce ecosystem.
Our task was to design a digital experience that translated this brand role into a clear, actionable behaviour, without losing momentum at the point of purchase. Christmas is an overwhelming time of year – even for those who love it.
In these moments, people don’t need more choice, they need cues that make the right behaviour feel easy.
At its best, Coca-Cola has always acted as a shortcut to togetherness. And when paired with Amazon’s convenience, the opportunity wasn’t to invent a new story, but to make connection feel simple, immediate, and rewarding.
Our task was to design a digital experience that translated this brand role into a clear, actionable behaviour, without losing momentum at the point of purchase. Christmas is an overwhelming time of year – even for those who love it.
In these moments, people don’t need more choice, they need cues that make the right behaviour feel easy.
At its best, Coca-Cola has always acted as a shortcut to togetherness. And when paired with Amazon’s convenience, the opportunity wasn’t to invent a new story, but to make connection feel simple, immediate, and rewarding.
The idea
We reframed the classic Secret Santa as a brand behaviour rather than a promotion.
By creating a personalised digital card, built from a defined set of Coca-Cola-led designs and messages, participants could send a moment of festive generosity to a stranger who had opted into the experience.
In return for demonstrating the Christmas spirit, participants received an instant €5 discount on Coca-Cola products via Amazon.
On December 19th, each participant received a randomly selected card in return, creating thousands of small, human moments of connection across Germany, all anchored in Coca-Cola’s core brand associations.
By creating a personalised digital card, built from a defined set of Coca-Cola-led designs and messages, participants could send a moment of festive generosity to a stranger who had opted into the experience.
In return for demonstrating the Christmas spirit, participants received an instant €5 discount on Coca-Cola products via Amazon.
On December 19th, each participant received a randomly selected card in return, creating thousands of small, human moments of connection across Germany, all anchored in Coca-Cola’s core brand associations.
Strategic impact
The experience aligned:
Brand meaning (connection, generosity, joy)
Distinctive assets (visual language, tone, seasonal cues)
Behavioural ease (low effort, immediate reward)
Commercial outcome (direct e-commerce conversion)
Rather than relying on attention-grabbing mechanics, the campaign reinforced Coca-Cola’s role in people’s Christmas memory structures, making the brand feel present, familiar, and emotionally relevant at the moment of choice.
Campaign Firsts:
It was the first digital Secret Santa activation for Coca-Cola EU on Amazon. The largest festive campaign investment from Coca-Cola Germany and the first integration of personalised e-cards as a brand-led behaviour within an e-commerce environment
Brand meaning (connection, generosity, joy)
Distinctive assets (visual language, tone, seasonal cues)
Behavioural ease (low effort, immediate reward)
Commercial outcome (direct e-commerce conversion)
Rather than relying on attention-grabbing mechanics, the campaign reinforced Coca-Cola’s role in people’s Christmas memory structures, making the brand feel present, familiar, and emotionally relevant at the moment of choice.
Campaign Firsts:
It was the first digital Secret Santa activation for Coca-Cola EU on Amazon. The largest festive campaign investment from Coca-Cola Germany and the first integration of personalised e-cards as a brand-led behaviour within an e-commerce environment
We love how you've combined TCCC's Christmas spirit of celebrating the givers with Amazon's seamless ecommerce."
Fiona Stärkel - FLA Brand Manager - Coca-Cola DE
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