Brazil is the country with the largest
black population outside Africa. Nevertheless, only 8% of the cast seen on TV
is black. In 2019, Coca-Cola made an
unprecedented partnership with Globo, the country’s leading TV network and the
largest of Latin America, and co-created the most traditional Christmas Special
of the country. It featured a Black Santa for the first time. In the show, we
see a black family with a grandfather who wanted a job to help them
financially. He can’t get work as a shopping mall Santa, but becomes the Santa
of the Coca-Cola Caravan. The special thrilled the country, became the Nº1
Trending Topic on Christmas Evening and was the highlight of the Coca-Cola’s
campaign with the best brand engagement of the last 5 years, that also featured
Black Santas in the real Caravans that crossed more than 50 cities.