With marketing and advertising in 2020, speed is king. Audiences always want what is new. And, typically, they want it as fast possible. Such demands explain why video games come out initially with glitches. It also explains why you see some brands switching up their marketing tactics fairly often. However, when the holidays come around each year, we see multiple commercials that subvert the "fast and new" trend of recent years.
Many of us know Hershey's memorable Hershey Kiss holiday commercial. In this ad, Kisses ring the pleasant tune of "We Wish You A Merry Christmas". But what is truly incredible about this commercial is that it has aired every single holiday season since 1989. This means, as Delish pointed out, anyone under the age 29 does not know a holiday season without this commercial.
Another recurring holiday commercial that is famously seen alongside your favorite holiday movies is Corona Extra's "O Tannenbaum" spot. This joyous commercial features a festive palm tree and has been aired since 2007. Such a stint is obviously not as long as Hershey's, but it is impressive nonetheless.
While it is not a recurring commercial, the Coca-Cola polar bears are another iconic visual staple of the soda company's holiday marketing. The polar bears' first inclusion in Coca-Cola marketing was a French print ad in 1922. Since the, the white bears have been used in commercials, digital ads, Christmas ornaments, and even plush toys. Many brands have a mascot of sorts, but Coca-Cola is unique in that they only use the polar bear iconography during the holiday season.
As previously mentioned, in this modern marketing climate, speed rules and we see marketing trends come and go. By going against this trend, Hershey's, Corona Extra, and Coca-Cola not only feel nostalgic, but stand out from the pack. Challenge yourself to rebel against (or at least be aware of) the current marketing trends when marketing in the new year.
Happy Holidays from Anthony Thomas Advertising!