Gen Z perspectives: Mustafa Centre goes digital, Coca-Cola's AI ad & Sephora’s Mariah Carey-filled Christmas

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

This week, Mustafa Centre went digital after five decades, Coca-Cola’s new Christmas ad stirred up chatter, and Mariah Carey teamed up with Sephora for a festive collab that absolutely sleigh-ed.

You know what time it is. 

Don't miss: Gen Z perspectives: Publicis Groupe snaps up HEPMIL, CHAGEE in Chinatown & PepsiCo's new look

1. Mustafa Centre reportedly opens digital platform to meet growing online demand  

After more than five decades of operating exclusively offline, Mustafa Centre has launched its eCommerce website, offering over 3,000 products to meet growing customer demand for online shopping.

According to The Straits Times (ST), the move follows years of requests from customers who wanted the convenience of shopping from home. Mustafa Centre co-founder and managing director Mustaq Ahmad told ST that while the retailer was entering the online space later than competitors, the focus was on ensuring the service remained financially sustainable.

Read more here. 

2. Coca-Cola's 2025 AI-driven holiday ad draws mixed reactions

Public reaction to Coca‑Cola’s 2025 AI-driven holiday ads has been mixed, as the brand experiments with generative AI to refresh its iconic seasonal storytelling. Since the campaign’s launch, 10.2% of conversations were positive and 32% negative, compared with 23.8% positive and 31.4% negative prior to the ad, according to media intelligence firm CARMA.

Despite the divided response, Coca‑Cola is pressing ahead with its 2025 global holiday campaign, “Refresh your holidays”, which celebrates those working behind the scenes to bring seasonal magic to life. The campaign features three new films, including "A holiday memory" and two AI-driven reimaginings of the 1995 classic, "The holidays are coming".

Read more here.

3. 'It’s Time!' Sephora brings holiday magic to life with Mariah Carey

Mariah Carey is kicking off the festive season in true diva style, partnering with Sephora for a glimmering holiday campaign that blends her signature sparkle with the beauty retailer’s year-end promotions.

The campaign centres on Carey’s much-anticipated annual “It’s time!” video, the unofficial signal that the holiday season has begun, this year reimagined with Sephora to deliver a mix of festive glam and brand storytelling.

Read more here. 

Related articles: 
Can Publicis’ HEPMIL acquisition unlock new opportunities for boutique influencer agencies?    
LTA seeks social media agency