Neeraj Arora, the chair of marketing research and education at the University of Wisconsin-Madison, said the reason why the company faced backlash for this specific advertisement, and not for “Masterpiece” last year, could be because many consumers recognize Christmas as an integral part of the company’s brand, and AI technology acts as a disruption.
“Your holidays are a time of connection, time of community, time to connect with family, and that’s sort of a big part of what the holidays are about,” Arora said. “But then you throw AI into the mix that is not a fit, that is not a fit with holiday timing, but also, to some degree, also Coke, what the brand means to people.”