Holiday Heaven for Advertisers and Consumers

December 21, 2010 - 7:30 am 2 Comments

Christmas: a holiday so full of joy it turns reluctant Scrooges into happy elves.  No one understands this better than the companies who have, gracefully and with much success, exploited the holiday for all its worth.

Starbucks Advertisement

Exhibit A – Coca Cola. An adorable Mama Polar Bear and her playful cubs, fighting the harsh winter winds as they push a large pine tree up a snow-covered hill.  Upon arriving at the warmly lit cave they call home, they award their hard work by cracking open an old-fashioned glass bottle of Coca Cola.  What a loving and warm holiday vision to associate with a brand during the holiday season.  The original commercial, “Northern Lights,” aired in 1993 and since then the polar bears have reemerged year after year with fun-filled story lines and playful characters (such as dancing penguins and skiing bears).

Exhibit B – Starbucks. Oh, the endless tirades I could dive into about Starbucks and their experience-focused branding.  But, for the sake of focusing, let’s discuss those holiday-flavored, somewhat-coffee-resembling drinks offered seasonally.  I first tried their Pumpkin Spice Latte three or four years ago and, being a year-round pumpkin fanatic, fell hard for the addiction.  Since then, I have added the Peppermint Mocha, Peppermint Hot Chocolate, Gingerbread Latte, and Eggnog Latte to my seasonal favorites.  Setting aside intoxicating scents of baked goods, warm fires, holiday music – basically all the essential ingredients of the Christmas season – boy, does Starbucks seriously know how to brew up a holiday drink.

Exhibit C – Jordan’s Furniture. Now this one is more regionally known but Jordan’s Furniture owns the “Enchanted Village of St. Nicholas.”  The Village, a vintage collection of 28 holiday scenes with hundreds of animated characters, has been a New England tradition since 1958.  Starting with villagers buying gifts at a “General Store” and progressing to a group of carolers singing in the town square, the walk-through experience is entirely free.  Over the years it has become a seasonal event for New Englanders who have made the visit an annual tradition, or, after seeing it as kids, are now sharing the experience with their little tykes.

Moral of the story – why struggle to develop messages from scratch when the holidays give you plenty of material to work with?  Not only is there the Winterland theme, but you also have renowned associations of family, love, and happiness.  Jumping on the holiday wagon has proven to be a smart move for these companies – one that consumers look forward to every Christmas season.

2 Responses to “Holiday Heaven for Advertisers and Consumers”

  1. Dreama Welton Says:

    I cannot say that I totally with all that was said, but very good info overall

  2. Dana Hofstra Says:

    A thoughtful insight and ideas I will use on my website. You’ve obviously spent a lot of time on this. Congratulations!

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