The thing I like even more is a simple direct line between the utility and the brand mission. (Yes, no more silly gadgets!) Coke's mission is to deliver happines. Christmas is the time of happiness, often wrapped up in a festive holiday paper. To deliver happines, one actually needs a wrapping paper. So Coke put it everywhere it possibly could, in the format of outdoor posters. A pretty good brand awareness/utility combo idea.
This campaign comes from Belgium, and is done by Duval Guillaume.