Coca-Cola Great Britain is re-launching its “Holidays are coming” campaign with the biggest media plan to date including out-of-home, a new global television ad, digital activity and experiential activations at UK travel hubs.

Interactive moments around the campaign will include surprise karaoke takeovers in central London. The Piccadilly Lights will live-stream popular Christmas songs on its screens for 90 minutes each time, accompanied by a choir who will encourage the public to sing along.

To celebrate the return of Coca-Cola Zero Sugar Cinnamon for a second year, Coca-Cola is infusing the Oxford Circus Underground train station with the scent of cinnamon. Starting December 9, consumers can also enjoy a cinnamon-inspired igloo experience at London’s Winterland in Fullham.

Coca-Cola partnered with Snapchat to create a bespoke lens to drive social engagement. An activation with Waze will also guide people to the nearest store where they can buy Coca-Cola products while on the go.

Lastly, Coca-Cola has created a new television spot for this iteration of the “Holidays are coming” campaign, set to air in December. 

The campaign, which kicked off with the brand’s annual Christmas tour truck on November 15, is tied to a charitable cause. As part of its partnership with homelessness charity, Crisis, Coca-Cola will help reunite unsuspecting friends and families on board for 19 stops nationwide. The brand will also donate 10 percent for every Coca-Cola can sample and recycled on the truck tour.

Coca-Cola Great Britain has continued to expand its recycling efforts since September when it launched the “Round in Circles” campaign. The multi-brand ad campaign was meant to raise awareness about its 100 percent-recyclable packaging initiative, which it supported by turning the Coca-Cola London Eye green for Recycle Week.