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BRANDING AT CHRISTMAS! FA LA LA LA LA!

Dec 16, 2020

KEN BANKS’ BLOG DECEMBER 2020

PRESS PLAY>>TO VIEW THIS MONTH’S WELCOME VIDEO

We’ll 2020 is coming to a close and to say the least, it’s been a challenging and disappointing year for people all over the world.  As I’ve said earlier, retailing will never be quite the same and unfortunately for many, Holiday advertising (which hasn’t been the same for a few years now) has been diminished like so many other things in our new normal world.  The sheer amount of advertising has been drastically reduced not only by the economic effects of the COVID 19 but also by the growth of online buying and selling.  That’s disappointing for those of us in the advertising/branding business as we all looked forward to seeing some innovative creativity from stores and products trying to capitalize on the holiday rush. 

So, does that mean there are no more great ads or commercials in 2020? Does that mean that marketing to the heart as well as the wallet has all but disappeared?  For many of those who have gone to streaming and DVR-ing holiday programming on television, they will miss some truly outstanding creative marketing with messages that go beyond trying to simply sell more product.  I’ve searched online for some outstanding examples of advertising that is not just great creative but outstanding branding that resonates with consumers—especially in these trying times.  Here are just of few that you might not have seen but will surely enjoy the warmth of the Christmas spirit that they capture. NOTE:  SKIP THE AD that You Tube puts on before some of these videos

  1.  Coca Cola.  Coke has a reputation for running spots that inspire us and enlighten without trying to get us to take a drink of one of their many beverage brands.  This epic Christmas spot captures the spirit of what it takes to make a child’s wish (and her father’s) wish come true.  It seems like Tom Hanks should have been cast for this one. Click on the link here:  https://youtu.be/yg4Mq5EAEzw
  2. McDonalds UK.  Animated features have certainly been the growing trend in the movie business, especially at Christmas.  In this spot, McDonalds captures the true spirit of the Inner Self in an appreciating the sharing of Christmas memories which of course include stopping by for a Big Mac with a young boy. The song has an important message more than ever this year. 

Click on the link here: https://youtu.be/QJntbYytPz8

  • Walmart.  The world’s largest company has the reputation for the best prices and being in-stock for the holidays, but the company credits its growth and loyal customer base on the trust that it has built over the years.  Their marketing has been the key to building that trust and these Christmas spots for Walmart here and in Canada capture that spirit better than ever.

Walmart Canada What they need. https://youtu.be/SL3ChNEzAhs

Walmart US. All I need.  https://youtu.be/xi-V4JTnU3o

  • Doc Morris (Netherlands).  This Dutch online prescription service goes out of its way to strengthen the health benefits brand and how it applies to everyday life of a senior fellow who want to be in shape to make his Christmas wish come true.  It’s a bit long but the emotion and spirit that it captures makes it worthwhile for everyone getting ready for Christmas. 

Click on this link:  https://youtu.be/0Ha1dtAFbAA

  • ALDI UK.  Most grocery chains simply try to help build the spirit by showing how they can make the Christmas dinner celebration the most memorable ever.  ALDI internationally has used a carrot before in driving their brand message through and bring a smile to our hearts and faces at the same time.  Welcome back, Kevin the Carrot.   

Aldi UK Christmas carrot https://youtu.be/AL56Z5StIUY                      

Wishing you a safe and peaceful Christmas 2020.