How do brands capture the Christmas spirit?

For brands, Christmas transcends the simple calendar.

For brands, Christmas transcends the simple calendar. It’s much more than a period of vacations and festive celebrations; it’s a valuable strategic opportunity. This festive period represents a key moment in the year when brands can not only capitalize on the natural increase in spending on gifts and festivities, but also forge lasting emotional connections with their consumers by creating campaigns imbued with tradition, warmth and sharing, representative of their values. Festive spirit advertising and campaigns seek to create memorable, positive brand memories. 

But how do brands really integrate Christmas into their strategy? How does the integration of Christmas into brand strategy contribute to strengthening the brand experience with consumers? Is it mainly focused on creating a festive atmosphere, or on encouraging purchase? Let’s explore! 

There are several strategies available to brands when it comes to communicating during the festive season. Brands like Pringles opt for festive packaging, with its iconic logo disguised as Santa Claus or an elf. As consumers are in a festive mood, this leads to an increase in sales as a result of the impulse buying typical of festive periods.
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Source: Pringles

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Source : Because of Marketing

If not the logo, it could just as easily be the slogan. This is the choice made by the Fairy brand, playing on its “Féérique” name. The brand has decorated its packaging with baubles and snowflakes and written “Wishing you a Fairy Christmas”. This creates an emotional connection with the consumer, who feels considered, and enables the brand to tap into the seasonal enthusiasm and positive emotions associated with this time of year, simply and effectively.

The ode to celebration can also be expressed through a modern, elegant identity. Such is the case with the packaging created in collaboration between Chivas XV Festive Series and CBA Design. It combines phosphorescent rowolis motifs with vibrant colors, symbolizing festive flames. The explosion of colors and flavors marks the excitement of the approaching festive season.


The Christmas experience can also be enjoyed in-store. Many stores decorate their shelves or storefronts for the festive season. And remember how some people love to store at Christmas time for the simple pleasure of listening to Christmas playlists over and over again (yes, Mariah, we love you!). Some retailers even take the experience a step further. Every year at Christmas time, Aldi consumers are reunited with Kevin the Carrot, the store’s emblematic mascot, through brand-new advertising. This year, the brand decided to go all out, dressing up their kiosks with their Christmas mascot. There’s no better way to immerse yourself in the Natale atmosphere as soon as you enter the store. And not just at the entrance! As you move through the aisles, you’ll find Kevin the Carrot plush toys for sale. In this way, Aldi achieves its brand awareness objective by involving the consumer throughout the entire journey, from Christmas advertising to social media engagement to in-store promotions. A successful experience!

Technology is also an asset exploited by some retailers during the Christmas season. This is the case for Orange, which is deploying an augmented reality device in its points of sale. This initiative aims to make the in-store experience lively, connected and social, with the use of a Snapcode to enable customers to discover this unique device. Videos on social networks encourage the public to visit the stores, and sponsored lenses on Snapchat offer an augmented reality experience, integrated into the point-of-sale scenography and customer experience. Orange is adopting this “phygital” concept, combining the digital and the physical, to create memorable in-store events and boost traffic at the point of sale during the Christmas period, with suggested gift ideas and prizes to be won.

How can you write an article about brands and Christmas without mentioning Coca-Cola? Since 1930, the brand has used Santa Claus as the emblem of its festive advertising campaigns. He has become a cultural icon, symbolizing the brand with his red suit. Why does this work? Because Coca-Cola establishes an emotional bond with its consumers through campaigns aligned with Christmas values, creating a sense of warmth, unity and joy.

This is also the case for the John Lewis department store chain, which every year airs its traditional Christmas advert. This year, the brand featured a carnivorous plant that turned out to be much more touching than you might think, offering tenderly joyful emotions to its consumers. 

Numerous other strategies can be implemented for Christmas, such as the launch of special limited-edition products, like new flavors for candle brands, for example, or corporate gifts, special benefits to thank customers for their loyalty, and so on.

Christmas is more than just a successful sales season for brands.

It’s a time when they can become an integral part of family traditions, establish strong bonds with customers and build long-term loyalty. It’s a time when brands transform their commercial image into a source of warmth, magic and emotion, making Christmas a crucial season in the marketing landscape. And let’s not forget, a successful marketing strategy is all about creating a human connection by leveraging the brand experience. During the Christmas season, brands don’t just sell a product; they offer a dream, an emotion. By enabling consumers to see, feel and dream, they’re not simply making a transaction; on the contrary, they’re establishing a lasting, meaningful relationship with them. 

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