As the holiday season approaches, businesses everywhere are preparing to captivate audiences with festive campaigns that are both memorable and impactful. While the thought of crafting the perfect holiday marketing strategy might seem daunting, it doesn’t have to be the scariest part of the season- let’s leave that to Halloween!
Some brands have nailed holiday branding by weaving creativity and values into campaigns that resonate long after the season fades. Let’s dive into standout examples from REI, Snickers, and more to uncover what makes these campaigns so effective—and how you can apply similar thinking to your own brand.
Holiday Campaign Success Stories
The holiday season brings out the best in marketing creativity. Let’s explore some iconic campaigns that have become part of the festive tradition.
Coca-Cola’s Timeless Jingle
Coca-Cola’s “Holidays Are Coming” campaign has cemented itself as a seasonal classic. Those red trucks glowing with twinkling lights and the catchy jingle have warmed hearts for decades.
This campaign wins on consistency and pure nostalgia. Year after year, the sight of Coca-Cola trucks signals the official start of the holiday season for millions.
Introduced in 1995, the jingle has become a cultural touchstone and a masterclass in brand consistency. Coca-Cola shows us that creating a holiday tradition can forge powerful emotional connections, making your brand a cherished part of seasonal celebrations.
Starbucks’ Iconic Red Cups
Starbucks’ holiday red cups have become an event in themselves. The annual reveal generates buzz, signaling that the season has officially arrived.
The brilliance lies in the simplicity. A mere color change turns a coffee run into a holiday ritual. It sparks conversation, fuels social media sharing, and turns customers into brand champions.
Starbucks proves that small, strategic changes in branding can have a huge seasonal impact without reinventing the wheel.
Humorous Holiday Hits
Humor can be a powerful tool in holiday marketing, helping brands stand out in a sea of sentimental messaging. Let’s look at some campaigns that tickled funny bones while boosting brand awareness.
M&M’s Santa Surprise
M&M’s “They Do Exist!” commercial is a perfect blend of humor and holiday spirit. The ad features Santa Claus and the red and yellow M&M characters, each surprised by the other’s existence.
This clever concept plays on the idea of belief, a central theme of Christmas, while showcasing the brand’s iconic characters. The humor is gentle and family-friendly, appealing to a wide audience.
The commercial’s success lies in its timeless quality. It has been aired for years, becoming a holiday tradition in itself. This longevity demonstrates the power of creating content that resonates beyond a single season.
M&M’s approach shows how humor, when combined with beloved characters and holiday themes, can create a lasting impression that enhances brand recognition year after year.
Snickers’ Halloween Humor
Snickers has masterfully extended its “You’re Not You When You’re Hungry” campaign into the Halloween season with a series of hilarious commercials.
One standout ad features the “horseless headsman,” a twist on the legendary Headless Horseman. This clever play on words perfectly aligns with the brand’s core message while tapping into Halloween folklore.
It’s a perfect example of keeping a core brand message intact while tapping into holiday themes. Snickers delivers humor that’s true to the brand, no matter the season.
The lesson? Seasonal campaigns can be playful and effective, so long as they stay rooted in what your brand stands for.
Values-Driven Branding
In recent years, consumers have shown a growing preference for brands that demonstrate strong values. Let’s examine how some companies have leveraged this trend in their holiday marketing.
REI’s #OptOutside Initiative
REI’s #OptOutside campaign took a bold stance against the consumerism of Black Friday. Instead of participating in the shopping frenzy, REI closed its stores and encouraged people to spend time outdoors.
This campaign aligns perfectly with REI’s brand values of promoting outdoor activities and environmental consciousness. It resonated strongly with their target audience, who share these values.
The initiative generated significant positive publicity and social media engagement. It positioned REI as a company that prioritizes its principles over profits, even during the busiest shopping day of the year.
REI’s approach demonstrates how holiday marketing can be an opportunity to showcase your brand’s values and build deeper connections with like-minded consumers.
Burger King’s Bold Rivalry
Burger King’s “Scary Clown Night” campaign showcased how brands can use holidays to engage in playful rivalry. The fast-food chain offered free Whoppers to anyone who came dressed as a clown on Halloween, a cheeky jab at competitor McDonald’s.
This bold move generated buzz and media attention, increasing brand visibility during a key season. It also reinforced Burger King’s brand personality as daring and irreverent.
The campaign’s success lay in its ability to turn a holiday into an event, driving foot traffic to stores while creating a memorable brand experience.
Burger King’s strategy illustrates how holiday campaigns can be used to differentiate your brand from competitors in a fun, engaging way that resonates with consumers.
Conclusion
Holiday marketing works best when it goes beyond gimmicks and trends to spark genuine connections. The brands that stand out are those rooted firmly in who they are, unafraid to try new ideas, and mindful of the emotions and values that make this time of year special.
Humor, nostalgia, or purpose—whatever path you choose, the magic happens when your holiday efforts feel authentic and leave a lasting impression long after the season ends.
If you’re ready to craft holiday campaigns that truly resonate, we’d love to help you bring them to life.
