Coca-Cola kicks off Christmas truck tour

Coca Cola: truck tour will offer consumers a range of drinks
Coca Cola: truck tour will offer consumers a range of drinks

Coca-Cola is reviving its Christmas Truck activation for the sixth year in a row, with the brand going to greater lengths to ensure it does not come under fire for its promotion of sugary drinks.

The truck tour was criticised last year by MP Keith Vaz due to concerns over the high sugar content of its original drink. A spokesperson for Coca-Cola told Event that 'the brand is maintaining its commitment to providing people with a choice of drinks to suit their needs and lifestyle.'

The spokesperson added: "The Christmas truck tour is consistent with Coca-Cola's policy of not marketing to under-12s. We offer a range of drinks to help people make the right choice for them and the offer on the Christmas truck tour reflects this. We will be providing a choice of 150ml cans of Coca-Cola Classic, Diet Coke and new Coca-Cola Zero Sugar so that people can choose the drink that best meets their needs. Coca-Cola Zero Sugar, which launched in July, replaces Coca-Cola Zero and tastes and looks more like Coca-Cola Classic but without the sugar."

This year's tour, returning for a sixth year, will debut on 17 November and visit 44 stops nationwide in the run up to Christmas Day. It includes a refreshed look and feel to add an extra dose of Coca-Cola Christmas magic to the experience, featuring special after-dark projections aimed at giving people the chance to catch a glimpse of the magic that takes place inside the truck. At each stop, visitors can explre a special winter wonderland, before enjoying a 150ml can of Coca-ColaClassic, Coca-Cola Zero Sugar or Diet Coke.

For the first time ever, the Coca-Cola truck will also be stopping online as Twitter users will enjoy their own special visit from 4 November until 25 December. Anyone tweeting #HolidaysAreComing will see the Coca-Cola Christmas truck appear in their tweet.

The tour kicks off in Bishops Square London on 17 November, before travelling to a number of destinations including Glasgow (18 November), Newcastle-upon-Tyne (23 November) and Manchester (1 December), finishing in Leicester Square on the 20 December. 

More: Hot brands to watch in 2016: Coca-Cola

Event Awards 2016: The Coca-Cola Pavilion at Milan Expo

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