As the holiday season approaches, nothing signals its arrival quite like the iconic Coca-Cola Christmas trucks. Since 1995, these gleaming convoys of festive lights have become a staple of the season, capturing the hearts of millions and officially kicking off Christmas for 44% of Brits each year.
What makes this campaign so enduring? While the focus in 2024 has been on AI-driven marketing, the real magic lies in its remarkable consistency.
🔑 The Mere Exposure Effect
Psychology explains it well: we tend to like things simply because we see them often. This is the mere exposure effect, a concept dating back to Robert Zajonc’s 1968 study. Familiarity builds trust, comfort, and emotional connection — key ingredients in brand loyalty.
Coca-Cola’s trucks have hit our screens (and streets) for nearly 30 years. This repetition creates a sense of tradition and nostalgia, transforming the campaign into more than just an ad — it’s a cultural event.
🆚 Balancing Novelty and Familiarity
Many marketers fear “wear out” — the idea that audiences will tire of seeing the same ad. But evidence suggests otherwise. Data from Kantar shows no clear correlation between ad frequency and boredom.
In fact, re-running top-performing campaigns like Coca-Cola’s can be more effective than constantly reinventing the wheel. Consistency drives emotional resonance, while strategic bursts of novelty keep things fresh.
💡 Key Takeaway
Great creative doesn’t wear out — it wears in. By leaning into the power of repetition and balancing it with just enough novelty, brands can build lasting connections with their audiences and maximize ROI.
So, let’s take a page from Coca-Cola’s playbook: When you’ve got a winner, let it run.
What’s a campaign that has stood the test of time for you? Let’s discuss!