Please Coke, It's Christmas without your help, stop competing with Apotekarnes Julmust.

Remember way back in 2003? Coke still doesn't get it - Julmust rules.
Yes, it's that time of year again. And Coke is selling us christmas again. For those who can read Swedish, Kontaktmannen is also ranting about this, with a few well chosen swearwords this year "Släpp musten för i helvete". Because yes, Coke still doesn't get it and they're still trying to make Coke synonymous with Jul in Sweden. As kontaktmannen so eloquently puts his point - Coke is the most drunk soft drink for 365 days, how can you even expect that this will suddenly be synonymous to an Xmas feeling, which most people only have for two weeks a year ? (And how do you become synonymous with christmas when you're synonymous with summer fun love, friendship, cinemas and whatever else?)

That's so true, whenever I see the new ad (Thanks Coke for shutting down the re-run of that horrid christmas trucks commercial we've seen every year since 1989), I shudder for two reasons. One, there's a flippin' world war style B-52 airplane dumping boxes of Coke over small Swiss looking towns. That's just creepy. I really don't like the connotations this brings up. Is it like that bomber that flew over east Berlin and dropped chocolate for the kids, if so what is Coke saying about Europe in general here? We're stuck in commie-land and only US Coke will help us? The symbolism is likely not even spotted by an American but over here it's borderline offensive.
Then, Coke is the hero in the ad, gleeful happy people holler "It's Christmas!" when a coke vending machine turns on and they can drink that brown softdrink... that .. they can drink all other times of the year. WTF? That makes no sense in a country where I throw myself at the first bottle of Julmust available only in late November. These bottles are not in the supermarket the rest of the year, so when you see them, it really means "holy shit it's Christmas!". You can't copy that when you crud is available all year round. No matter how many jolly santas that you put on the bottle. Coke even tried for a few years to make their own Julmust, with the very Swedish looking label and name "Bjäre julmust", but Swedes didn't fall for it, last year it was only available at McDonald's and this year they didn't bother making it at all.

But then, In the UK it seems to be going well, there some fool want to save the trucks, that is see that naff trucks advert every year until forever. That's my version of hell, folks. Coca Cola Christmas Commercial 2008 "It's Christmas" is available inside folks.

Twitter update: People are twittering to #Coke that julmust rules or "Leave Julmust alone!"


Coca Cola it's Christmas 2008

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.