Red and white drama during the Christmas season: Lidl gets cheeky with Coca-Cola

London (UK) - Is the big brand dispute looming for Christmas? It has been almost 100 years since Coca-Cola gave the modern 'Santa Claus' his red and white, friendly, chubby-cheeked appearance. Every year, the US company (literally) runs a gigantic advertising campaign during the Christmas period. But now a German discounter wants to get in on the act!

The Coca-Cola Christmas trucks have been on tour in Germany since 1997.
The Coca-Cola Christmas trucks have been on tour in Germany since 1997.  © Coca-Cola Deutschland

In 1931, Coca-Cola advertised its version of Santa Claus for the first time - it was soon to catch on in large parts of the world. In 1995, the famous Christmas truck appeared for the first time in an iconic advertisement.

For almost 30 years now, the US company has been touring many cities around the world with the trucks to use the Christmas season for advertising purposes. But this year, Lidl has decided to give Coca-Cola a run for its money, at least in the UK!

From November 14 to December 1, the German company will be sending its own red and white truck to a total of nine British cities. It will be advertising the company's own cola brand "Freeway", which shares its colors with its big US competitor.

"The truck is spreading the festive magic of Christmas across the country, fulfilling wishes, handing out over 2000 'Middle Aisle' gift boxes [...] and offering a selection of delicious festive foods from Lidl," it said in a statement.

Coca-Cola competition: Lidl's "Freeway" truck to be "king of the road"

Lidl's "Freeway" truck wants to compete with the Coca-Cola truck in the UK.
Lidl's "Freeway" truck wants to compete with the Coca-Cola truck in the UK.  © Lidl GB

The company has prepared its own 20-metre-long, five-metre-high and 15-tonne truck - the self-proclaimed "King of the Road" - for the Christmas promotional tour.

A highlight of the campaign: "When they arrive at the tour stop, visitors can submit a wish that would make Christmas a truly magical experience for them and their family - whatever that may be. In the spirit of 'Fairytale Christmas with Lidl', the retailer will then fulfill some of these wishes, making dreams big and small come true."

Joanna Gomer, Head of Marketing at Lidl GB, said: "It's really important to us to give something back to the communities in which we operate and our exciting new Freeway truck allows us to get right into the heart of those communities this year."

The company did not reveal whether such a campaign is also planned in Germany in the coming years.