Santa has his sleigh and eight reindeer dashing through the snow, and since 2001 Coca-Cola has been lighting up bright red 18-wheeler trucks. But have you ever wondered who pulls the magic of Christmas together within those iconic Coca-Cola festive custom made trucks that tour Europe and the USA?
We caught up with event project manager, Viviane Gisler, to talk about her pivotal involvement in creating the magic of Christmas with one of the world’s largest brands, Coca-Cola.
Welcome Viviane, before we get into the fizz, can you tell us a little about yourself?
Yes, hi my name is Viviane Gisler, and I am an event project manager. I was originally born in a tiny town in Switzerland but have since been fortunate enough to build a career managing events, happenings, and activations for international clients. I am a passionate strategist and planner and a helpless perfectionist. My projects have ranged from the world-wide known Coca-Cola Christmas trucks, revamping Samsung’s brand presence across Switzerland, to some of the most talked about events for Manchester United in recent years.
For those of us who may not know, can you explain what an event project manager does exactly?
Sure! An event project manager has many responsibilities, but above all it’s to make sure that events are flawlessly planned, built, and executed. As an event project manager, you are the center and main contact point for everyone involved with the creation of an event, which means that I often find myself part interior designer, part financial manager, part head of logistics and communication. In so many words: From a creative cap to a hardhat, I wear many hats. The funny thing is, I originally got my degree in Religious Studies! But even so, years of learning about different beliefs and standpoints helps me understand and find compromises between the most diverse group of workers and creatives to ensure beautiful, exciting, and most of all successful events. Of course, over the years much of my actual training was learning by doing. I started in the event industry from the bottom as a bartender and worked my way up to event project manager leading projects for clients from all across the world.
What was your first ever gig?
My first ever gig actually happened by mistake. I just started as an assistant to a very successful Swiss project manager. Unfortunately, my boss had found himself suddenly spread so thin that he physically couldn’t be at his two most important events at the same time. It was an incredibly hectic time for the agency and suddenly I found myself being the one asked to handle his second largest account. Alone. It was the single most prestigious gourmet festival in Switzerland all the way up in glamorous St. Moritz. The gig was a week-long top notch luxury food frenzy, including grand openings, champagne tastings, and a seemingly endless series of culinary experiences. At first, I was terrified of handling such an exclusive event. The clientele was extremely high-end, and the demands and expectations of these top chefs presented me with a great deal of challenges due to the reclusive location. Luckily, I got the taste for these kinds of challenges almost immediately and conquering one obscure request after the other, I soon found myself absolutely in love with being an event project manager. The event was a success!
What has been one of your favorite projects so far?
I enjoy all of the projects I event manage, but one of my favorite projects is the Christmas truck tour for Coca-Cola. I have been doing these tours for several years now and I always rejoice in the opportunity to bring one of my personal favorite soda brands to life. Christmas is a special time all across Europe and the US and over the years Coca-Cola has truly established itself as the brand that makes us think of the holiday being around the corner.
How did you get involved in the project, and what is your responsibility?
At the time I was working for a leading event agency in Switzerland and acted as the responsible event project manager for the Coca-Cola Christmas truck tours. As such, I planned the whole tour and with up to 27 stops, oversaw the entire budget, booked the necessary staff, created the various activations being held in and around the actual truck and remained the main point of contact for Coca-Cola.
Have there been any challenges?
It comes as no surprise that building events and activations for them is challenging because people have very specific ideas of how they want them to feel. Creating a spirit of Christmas and avoiding any sense of cold-hearted marketing is tricky for such a big name, but for me the beauty lies exactly in between. To make sure we promote the brand while creating the worldwide known trucks and planning their specific tours to hit the locations and times people can enjoy it the most.
Over the years, we have seen the Coca-Cola trucks on tour up and down the country, but we are dying to know, what is inside the truck?
Actually, we were the first agency to ever remodel the whole interior of the truck! Before that, the truck itself was the main attraction and the activations were placed around it. So, we thought: why not use the whole inside space of the vehicle and make it accessible for the people? The first step was removing one side of the wall, replacing it with a huge window, so even while the truck was moving, one could see the magic Christmas world we created in there. We installed a real vintage sleigh surrounded by a miniature winter wonderland, cladded the walls with Holiday wallpaper and installed two Coca-Cola vending machines where customized Coca-Cola cans were handed out. During the events, Santa himself would sit inside the sleigh and take pictures with attendees – a printout version of the souvenir was waiting for pick-up outside the truck.
How would you describe the projects that you typically prefer?
Outrageous and internationally relevant. The crazier the better.
What is your creative process when preparing for a project?
Take a deep breath, dive in, and never forget to be kind. Oh, and always, always handle one crisis at a time.
Have you set any 2023 goals to achieve?
Yes, I definitely have set a good number of goals for 2023. First and foremost, I want to establish myself even further as an event project manager and win new, thrilling, and international clients. I am excited to find new connections and seek out the craziest challenges I can find.
Any upcoming projects?
I am in several talks with the web3 community. It’s a very exciting time for event project managers to enter the world of blockchain and decentralization of the web and find out new ways to introduce this to a larger community. At the same time, I am also planning to establish myself as an event project manager in the publishing and coaching world, creating engaging events and activations to promote and communicate new ways of being a socially conscious, kind, and successful business leader.
Anything else you’d like to add?
I would like to thank you for your time and your thoughtful questions and let readers know that I am very excited for everything to come. If anyone enjoyed this piece, I am available to chat and exchange ideas. Thank you!
What’s the best way to follow you online?
For all professional inquiries, please follow me at: https://www.linkedin.com/in/viviane-gisler-093571143/
