DEK: The experiential activation ran across Latino communities in
Los Angeles, Miami, and New York, featuring performances by Coca-Cola carolers and the delivery of Coca-Cola Holiday Kits including branded World Cup merchandise.
Last week,
Coca-Cola unveiled its “Caroling All th Way con Coca-Cola” experiential holiday campaign, positioning the caroling-fueled activation as a way of celebrating community leaders, families,
and small businesses that keep local traditions going.
Coca-Cola brought the activation to Latino communities in Los Angeles, Miami, and New York. Carolers performed holiday
music, and delivered Coca-Cola Holiday Kits to local people, families, and small businesses identified as embodying “generosity and community spirit year-round.”
In
Los Angeles, the activation also featured a surprise guest: Música Mexicana duo Las Marías. The Holiday Kits also included
Coca-Cola World Cup 2026 merchandise, hyping the World Cup sponsor’s connection to the upcoming 2026 World Cup hosted across cities in North America.
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“When we visit
these neighborhoods, we’re reminded of how deeply culture, tradition, and community shape the holiday season,” The Coca-Cola Company Senior Director of Cultural Marketing Stephanie Eaddy
said in a statement. “With ‘Caroling All the Way con Coca-Cola,’ we’re recognizing the families and individuals who pour their hearts into their communities—and sharing
the refreshment and uplift only Coca-Cola can deliver.”
In a statement, Coca-Cola described the event, and the content captured document it, as an example of its
celebration of “human-centered storytelling.” The brand has faced some backlash lately when it’s perceived as straying from that human focus. For the second-consecutive year,
Coca-Cola’s use of AI in its holiday campaign sparked backlash among
audiences online. The inclusion of branded World Cup-themed items in the Coca-Cola Holiday Kits follows the brand announcing the upcoming kickoff for its 2026 World Cup Trophy Tour by Coca-Cola.
