Now that the holidays are over, it might be a good time to look back at the most successful holiday marketing campaigns [booming echo voice] IN THE HISTORY OF THE WORLD. No, I’m only joking, just the most successful holiday marketing campaigns in the history of marketing. So, without further ado, let’s take a look and see how to create a strong holiday marketing campaign.
1. Coca Cola – Bring The Cheese
So, it would be a huge oversight not to put the master of the holiday marketing campaign at the top of our list. Some say that Coca Cola popularized the widely accepted image of red suited, rosy cheeked Santa Claus that we see everywhere in the days leading up to Christmas. So, I chose to show you the sugary sweet 70’s Coca Cola spot which is arguably as syrupy sweet as the beverage itself. Christmas music? Check. Abstract message heavy with the words “love, harmony etc.” check and check. It also masterfully plugs the product by mentioning it wants to buy the world a Coke and keep it company. It’s absurd but heart-warming, all at once. And that’s lesson number one, don’t fear the Christmas cheese when creating a holiday marketing campaign; lay it on thick in huge cheesy steaming globs.
2. M&Ms – Make Them Believe
The holiday season is one of the few periods of time when adults can act like kids with little snot bubbles suspended from their nostrils. No other commercial embodies this as the M&M spot above, Santa is confronted by walking talking candy coated candy, to which he exclaims they do exist, then the M&Ms respond he does exist and they both faint. Embrace the myth; use Frosty, Rudolf and any other tired old staples of the holiday season fearlessly- no one will bat an eyelash.
3. Toys R Us – Family – Nostalgia – Philanthropy
Here are a few more mainstays of the Christmas spirit courtesy of even more faceless, bottom-line obsessed corporations. Here we see a couple of kids that would most likely be chased from the front yard of the crotchety old man seen in the commercial, illegally trespassing to set up a Christmas tree in the old man’s yard (which I’m pretty sure again is the crime of littering). Although most crotchety old men would see the tree, rip it from the ground and threw it into his neighbor’s yard (from which it came) he actually left a note on the steps of the neighbor kids’ house. Firstly, how the hell did the tree stay there during windy winter weather? Secondly, he doesn’t seem like a wealthy individual, yet the next morning the tree that the kids left on his lawn has a mountain of gifts under it? Thirdly, the way he nods at the little girl at the end would most probably get him arrested in most states. Oh sorry, I kind of went on a rant there, the commercial we see here is infinitely and almost disgustingly humane; it shows family, good, will and charity. Bleh. But you should definitely use these saccharinely sweet elements in your campaign.