Coca-Cola kicks off Christmas truck tour

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.

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