Passover (Photo: Giphy)
If you thought that only in Israel the holidays revolved around shopping, you probably weren't in the US at Christmas. From Coca's campaign that brought snow in the middle of summer in Singapore, through Burger King's 'scary' hamburger to the spread company that launched special pants for Thanksgiving, campaigners all over the world are taking advantage of the times The holidays are to renew and surprise. Here are some examples we liked.
Coca-Cola connects Finland to Singapore
The distance between Finland and Singapore is 12,000 kilometers, but on Christmas 2014 Coca-Cola decided to "connect" them.
While Christmas is burned into the mind as a holiday of winter and snow, in Singapore the temperatures are actually high in December.
Coca-Cola initiated a brilliant move and placed positions with cameras on the streets of Finland and Singapore through which the residents of the countries could communicate with each other in real time.
In addition, the residents of snowy Finland could shovel snow into the machine which in turn caused snow to come out of the matching machine in Singapore.
12 days of HBO
Another popular move that companies use is to encourage buying gifts for friends in honor of the holiday.
The profit generated during such a process is twofold: increasing loyalty and appreciation for the brand on the part of the gift giver, and direct exposure of the gift recipient to the product or service.
This is exactly what the streaming giant HBO did.
On the weight of 'Twelve Days of Christmas', the streaming network that gave birth to The Sopranos and Game of Thrones released the 'Twelve Days of HBO Now' campaign in 2015.
The campaign allowed HBO subscribers to give 12 free episodes to non-subscribers.
That way subscribers could infect their friends with their obsession with Tony Soprano, Khaleesi and Larry David.
The special Starbucks cups
Another classic holiday marketing move is the launch of limited edition products in honor of the holiday.
It raises the interest among the customers, who are curiously waiting for the release of the new edition.
It also increases the consumption of the product, and in addition creates 'iconicity' around the brand.
Starbucks and Burger King understand this well.
Every year leading up to Christmas, Starbucks releases a new design for its holiday cups, which are usually red and green and feature seasonal images like snowflakes, ornaments and Christmas trees.
The cups are used to serve drinks in Starbucks holiday editions.
The campaign has become a cultural phenomenon, where every year, many customers eagerly await the new design of the cups and share their photos on social networks.
Although, in 2015 Starbucks actually caused a stir when releasing the campaign, when it chose a more solid design for the cups without traditional Christmas symbols.
This led to criticism as conservatives claimed that Starbucks went against Christianity, and even Donald Trump, then another presidential candidate, suggested boycotting Starbucks.
Since then, Starbucks has learned its lesson and returned to the traditional designs that characterize Christmas.
Burger King's scary burger
In 2015, Burger King introduced the Halloween Whopper, served on a black bun.
The black bun was soaked in A-1 steak sauce, giving it a smoky flavor and a 'scary' look.
The campaign was a great success and created a lot of buzz on the networks.
In 2022, the spooky burger was relaunched for Halloween.
Laughing at the holiday with Stove Top pants
Holidays are an integral part of the culture and also of the collective humor.
Many brands launch products that deviate from their usual product basket in order to present comedic "gimmicks" related to the holiday.
You know how you eat so much on Seder night that your pants start pressing on your stomach?
It turns out that the Americans also encounter the same problem at Thanksgiving.
In 2017, Stove Top, a brand that is all about food, released the "Thanksgiving Pants."
These are specially flexible and expandable pants designed to allow people to eat as much as they want on Thanksgiving without feeling uncomfortable.
The humorous ad made the pants a hit on social media, and the campaign boosted the publicity of Stove Top, a company that doesn't deal with clothing at all!
An unforgettable move in Israel
We may not be a football power, but in cynicism there is no one who surpasses us.
10 years ago the animation studio "Nir Vegli" released a Rosh Hashanah video that has long since become a cult.
The brilliant video criticizes all the companies that use the holidays to advertise, and along the way - advertises Nir Vegli!
In the video in question, we see an apple in honey knocking on the door to wish a happy new year.
The excited tenant opens the door, happy to discover that the apple just came out of kindness, with no intention of "pushing" advertising content on it.
Towards the end of the video, the unfortunate tenant discovers the truth: the apple is also an advertisement.
The writer is Ami Asher, the VP of Maximmedia Marketing Systems
Marketing and digital
Content and creative
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Passover
holidays
campaigns
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