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I'm Elizabeth Hotson and welcome to Business Daily from the BBC World Service.

On today's programme, I'll be looking at the highly charged world of festive advertising,

and I'll be finding out why a catchy tune from

a soft drinks company now signals the start of Christmas. Coca-Cola is a very old American brand

going back to the 1890s. And they had from their very inception, this very long-term goal of being

associated with happiness and wholesomeness.

How coffee cups have become prime advertising real estate. A cup for a brand, that's our

own media space, right, where we can put our Christmas campaign that fits literally right

under the nose of a consumer.

And why social media has transformed the way brands, gift audiences, their festive ads.

You would have to skip the rapping part and give the audience something that excites them right away,

which can be quite challenging.

You'll be hearing all about that and much more in Business Daily from the BBC.

For many of us, this song signals their start of Christmas.

And in an ironic twist, for those of us who lament the commercialisation of the festive season,

it's an ad for a fizzy drink.

In fact, Coca-Cola's catchy campaigns have become so ingrained in Christmas culture that it's sometimes falsely claimed,

that the red and white outfit of Santa Claus himself was invented by the soft drinks company.

The holiday season is so important to the advertising industry that it's known as the Golden Quarter.

And this time round, it's set to shine even more brightly because according to

the industry body, the World Advertising Research Centre, spending on advertising globally

...