In December 1996, Coca-Cola in the Philippines continued its long-standing tradition of holiday advertising by featuring the iconic Santa Claus in its Christmas campaign. This festive promotion showcased Santa enjoying a classic Coke, reinforcing the brand’s association with joy, family, and the Christmas spirit. Coca-Cola’s Santa, characterized by his jolly demeanor, red suit, and warm smile, had by then become a symbol of the holiday season, popularized globally since the 1930s. The 1996 campaign in the Philippines included print ads, billboards, and in-store displays, creating a festive atmosphere that encouraged consumers to connect the brand with holiday celebrations and gift-giving traditions. It was part of Coca-Cola’s strategy to cement its presence in Filipino holiday culture, making the brand synonymous with Christmas cheer.
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