Canadian Manufacturing

Coca-Cola Canada Bottling announces marketing plan around a touring holiday truck

by CM Staff   

Manufacturing Operations Sales & Marketing Food & Beverage beverage manufacturing Manufacturing marketing

The Tour will kick-off with its first stop in St. John's, Newfoundland on November 13th and the last stop in Victoria, British Columbia by mid-December.

Santa is making a list and checking it twice before he embarks on the Coca-Cola Canada Holiday Tour,
visiting more than 100 communities across the country. (CNW Group/Coca-Cola Canada Limited)

TORONTO — Coca-Cola Canada Bottling announced on Nov. 2 that their red Coca-Cola Canada Holiday Truck will be travelling from coast-to-coast this holiday season. The Holiday Truck Tour is expected to pass through over 100 communities. After nearly two years of cancelled holiday gatherings, Coca-Cola Canada Bottling is partnering with The GenWell Project, the Canadian-led Global Human Connection Movement, to bring their truck to communities safely.

“There has never been a greater need for human connection and interaction than right now. By partnering with Coca-Cola Canada Bottling, we hope to inspire a Movement of Togetherness we know Canadians are all so desperately craving,” says Pete Bombaci, founder, The GenWell Project. “The issue of social isolation and loneliness was growing before the pandemic, but after nearly two years of various lockdowns and cancelled gatherings, it has magnified the issue for many Canadians. Now, every act of connection, big or small, brings communities together to improve that sense of belonging that makes us all happier and healthier.”

With almost 20 million Canadians having an increased desire to attend a community event, there is a real need for connection now more than ever before. In several markets across the country, Coca-Cola Canada Bottling and The GenWell Project will identify especially worthy community members who have been particularly impacted by the COVID-19 pandemic and travel there with a Holiday Truck Tour experience.

“As Canada’s local bottler and a family-owned business, our Mission is to deliver optimism and create better futures for our communities,” says Todd Parsons, Coca-Cola Canada Bottling CEO. “After two years of being apart, we want to bring magic to our employees, customers, consumers, and Canadian communities. The Holiday Truck Tour is designed to enable those special moments of togetherness that we’ve all been sorely missing.”


The Tour will kick-off with its first stop in St. John’s, Newfoundland on November 13th and the last stop in Victoria, British Columbia by mid-December. At select flagship events, the Holiday Truck will be accompanied by onsite local musical guests and entertainment, snow globe displays, along with photo opportunities with a Santa from a safe distance.


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