Coca-Cola has "modernised and updated" it's iconic Santa Claus for its latest festive marketing campaign.

The world's largest soft-drinks company, which first used the Santa 75 years ago, hired the Swedish artist, Mikael Erikkson to adapt the design and illustrate the character in contemporary settings.

Coca-Cola is also launching a reworked version of its popular 'The Holidays are Coming' television advertisement, which launches this week.

Cathryn Sleight, Coca-Cola Great Britain marketing director, told Precision Marketing: "With such a rich history in Christmas TV advertising, we're really looking to build the anticipation and celebration during the festive season."

In addition, Coca-Cola is releasing special holographic Christmas ten packs and is running on-pack promotions on all 500ml and two litre bottles of its beverage.

Other methods to be used in the company's festive drive include a gift-giving function on Facebook and a Google map application that allows users to decorate their homes with virtual Christmas lights.

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