Coca-Cola has launched a new consumer-led Christmas campaign, giving the public the chance to vote for where its iconic Christmas Truck will visit for the first time.
The brand is putting local communities at the heart of its festive marketing push, inviting consumers across Great Britain to nominate towns for a potential stop on its Christmas Truck Tour throughout November and December.
Voting opened on 20 October and runs until 3 November, with the campaign designed to drive consumer engagement while helping attract visitors to local high streets during the crucial Christmas trading period.
The activation is supported by social media star Joe Sugg, who has kickstarted the campaign by casting his vote for Corsham in Wiltshire, where he attended school.
Coca-Cola has also commissioned research exploring the role of festive experiences in bringing communities together, finding that 83 per cent of respondents believe a visit from the Christmas Truck would make the season feel more special in their town.
Meanwhile, 82 per cent said they wished their local town felt more festive at Christmas, while 35 per cent would choose a location for the truck specifically to help attract more visitors to its town centre.
The findings also revealed that 36 per cent of respondents would prioritise towns that do not typically host major festive events, while 77 per cent said shared celebrations helped them feel more connected to their local community.
Coca-Cola Europacific Partners GB vice-president of commercial development Rob Yeomans said: “Christmas is such an important time for our retail and hospitality customers, and the Coca-Cola Christmas Truck has become a much-loved part of the festive season in towns across Great Britain.
“This year, people can help choose where it visits next. With more than a third saying they’d pick a town to help attract more visitors to its centre, it’s a great opportunity to put local high streets in the spotlight and celebrate the businesses at the heart of them.
“We’d encourage everyone to get involved and vote for their town.”
At each confirmed tour stop, Coca-Cola will deliver an immersive festive experience featuring photo opportunities with the truck, interactive games, exclusive branded merchandise and product sampling across Coca-Cola Original Taste, Coca-Cola Zero Sugar and Diet Coke.
The initiative marks a shift towards greater consumer participation in the brand’s longstanding Christmas Truck activation, using a public vote to build anticipation and engagement ahead of the tour.
Sugg, who is encouraging his followers to back their chosen towns, said: “Christmas feels most special when there is something everyone can enjoy together.
“I’m excited that people across Great Britain can vote for a town where the Coca-Cola Christmas Truck could add even more festive sparkle – whether that means more things to do, a new reason for friends and families to come together, or simply an unforgettable dose of Christmas magic.”
The campaign builds on Coca-Cola’s long-running association with Christmas, combining its established festive brand assets with social media amplification, community engagement and experiential marketing.
Consumers can vote through the Coca-Cola website until midnight on 3 November, ahead of the truck’s return later this year.
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