Coca-Cola

The Black Santa

The brand that introduced Santa Claus reimagined Santa Claus

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The writer

Cleissa Regina Martins, the writer, had previously participated in a program to develop narratives related to black culture. We invited her to write a script in partnership with TV Globo, based on the soap opera style that Brazilians love.

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The Story

The story presents an unemployed grandfather looking for a job to help his family. He applies for playing the role of Santa Claus but is rejected because of his skin color. In the end, he managed to be the Santa of Coca-Cola Christmas Truck Tours.

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Going beyond TV

The story was expanded on social networks and gave opportunity to people jump in the conversation. Press and media also talked about the initiative.

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Christmas Truck Tours

The campaign used black actors to play Santa Claus in traditional Coca-Cola Christmas Truck Tours, visiting several cities across the country.

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results

  • #1 Trending Topic on Twitter

  • More than 15 million people watched the show on TV

  • 66% increase on TV ratings

  • More than 5 millions impressions on digital

A project made in partnership with Globo.
Created with Ricardo Weitsman, Bruno Mukai, Alexandre “Xela” Oliveira, Gabriel Gil, Felipe Gomes, André Marques and Hugo Rodrigues.