Insights
Coca-Cola and Albert Heijn play an indispensable role in the Christmas spirit of the Netherlands. The starting point of the cooperation around Christmas 2024 was therefore ambitious: To realize a partnership in which the Christmas campaigns of both brands come together. This partnership had to build a bridge between both brands. The intended result was an impactful creative campaign theme, resulting in a positive effect on both brands and a sales uplift in the most challenging period of the year.
The campaign had 3 guiding principles:
1. The retail media campaign brought together the Christmas campaigns of Coca-Cola and Albert Heijn. Maximum synergy between the two campaigns was driven. This had never been attempted before from either brand.
2. For consumers, the campaign had to feel like a sympathetic collaboration between two brands that color the Dutch Christmas experience.
3. The retail media campaign had to lean on an emotionally charged concept, creating a distinctive message on the store floor. In a medium where much communication is transactional in nature, this case should prove that brand building and emotional tone through retail media tools can achieve growth on brand effects as well as sales.