Coca-Cola has emerged as the most talked-about Christmas advertisement of 2025, according to social media data. The festive campaign dominated conversations across platforms, highlighting both the power of brand recognition and the controversies surrounding AI-generated creative content.

Coca-Cola’s Christmas Ad Dominates Social Media

Data from social media analytics firm Sprout Social shows that Coca-Cola’s 2025 Christmas campaign generated nearly 50,000 posts and more than one million engagements. This makes it the leading festive ad in terms of online discussion this past season.

However, popularity does not equal approval. Only 37 percent of social media sentiment around the AI-powered ad was positive. Critics argue that the use of AI in festive campaigns lacks the human warmth traditionally associated with holiday advertising. This backlash follows 2024’s similar criticism, marking the second consecutive year Coca-Cola has faced public skepticism over AI use in its Christmas marketing.

Timing Matters: Late-November Releases Drive Engagement

The analysis suggests that campaigns released closer to Christmas see stronger engagement. Both Coca-Cola and John Lewis launched their campaigns after November 1, a timing decision that proved effective. Social media conversations around Christmas ads surged by 930 percent after the start of November, according to Sprout Social.

• John Lewis’ 2025 ad ranked second, with nearly 21,000 posts and over 355,000 engagements.

• The department store achieved an 83 percent positive sentiment rating, significantly higher than Coca-Cola.

These findings challenge the trend of launching Christmas campaigns earlier in the season, suggesting that audiences may prefer festive content closer to the holidays.

Other Notable Campaigns

Several other retailers made waves with their festive advertisements:

• Marks & Spencer: The "Traffic Jamming" campaign featuring comedian Dawn French generated over 11,000 posts and nearly 200,000 engagements, though public reactions were mixed.

• Aldi: The long-running Kevin the Carrot campaign continued to perform well, generating nearly 97,000 engagements from more than 2,000 posts.

Combined, these four retailers have generated more than two million social media engagements, demonstrating the ongoing cultural significance of Christmas advertising in the UK.

Industry Insights and Implications

The data provides valuable insights for retailers navigating the critical festive trading period. Key takeaways include:

• AI-generated campaigns can drive engagement but may risk public approval and brand perception.

• Launch timing is crucial, with late-November releases attracting the highest levels of social media interaction.

• Traditional, human-centered storytelling, as seen in John Lewis campaigns, remains highly effective in generating positive sentiment.

Sprout Social’s analysis reviewed posts on X (formerly Twitter), Reddit, and Facebook between October 8 and November 18. These insights can help brands refine creative strategies, balance innovation with audience expectations, and maximize festive marketing impact.