Brazil is the country with the largest black population outside Africa. Nevertheless, only 8% of the cast seen on TV is black. In 2019, Coca-Cola made an unprecedented partnership with Globo, the country’s leading TV network and the largest of Latin America, and co-created the most traditional Christmas Special of the country. It featured a Black Santa for the first time. In the show, we see a black family with a grandfather who wanted a job to help them financially. He can’t get work as a shopping mall Santa, but becomes the Santa of the Coca-Cola Caravan. The special thrilled the country, became the Nº1 Trending Topic on Christmas Evening and was the highlight of the Coca-Cola’s campaign with the best brand engagement of the last 5 years, that also featured Black Santas in the real Caravans that crossed more than 50 cities.

Coca-Cola - The Black Santa

CREDITS

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Gold partners