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Blending Brands into Festivities


As the mooncake festival slowly approaches, we see a sudden influx of mooncakes appearing all around us. Through that, we’ve noticed that each festivity has a particular dish (some even more) associated to it. As of such, we wondered… are there any brands that has latched on to festivities to promote themselves further?

Of course almost every brand has, at least once, crafted an advert which caters accordingly to each festivity, but how many has actually done it so well, to the point that they’ve been associated with the festivity itself? And we have found 4 brands that have slid themselves in and become a part of particular festive seasons.

1.    Coca-Cola’s Sundblom Santa

The predecessor of brands blending in with festivities. Bringing you back to 1931, where Coca-Cola hired Haddon Sundblom, an illustrator, to create an image of Santa Claus, which catered to the tagline, “My hat’s off to the pause that refreshes.” Although Coca-Cola has been featuring Santa in their Christmas adverts since 1920s, it was their illustration of Santa in 1931 that helped to define the look and personality of the modern Father Christmas. Though people may not realise it, this was the Santa that inspired every other depiction of Santa we have come to accept. The series went on, evolving and adapting to the times every year, from the great depression to times of war, and the list goes on and on. 75 years and still strong, Christmas will never be the same without Coca-Cola.

2.    McDonald’s Prosperity Burger

Every Chinese New Year, the scrumptious and delicious Prosperity Burger will be unleashed onto the world by McDonald’s – available only throughout the festive period. It’s an extra reason for all to look forward to each Chinese New Year. This seasonal item has been so popular, it actually gets people to come and swamp the fast food chain each time it’s released. Not to mention that it also comes in a set with the yummy twister fries and the slurpylicious orange McFizz. Hold on tight guys, because just before you know it, the New Year will be around the corner.

3.    The Whispers of Yusuf Taiyoob

If you ever listen to the radio during Ramadan and Raya season in recent years, you will never miss the whispers of Yusuf Taiyoob constantly ringing in your ears. Established in 1988 by a privately owned company based in Penang, Malaysia, Yusuf Taiyoob has achieved international status for being known as one of the leading importers and exporters of dried fruits and nuts, dates, and many other food ingredients. Every year during the month of Ramadan, their famous ad of someone constantly whispering “Yusuf Taiyoob,” will be aired on radio stations to promote the selling of their dates – a delicacy well indulged during the month of Ramadan. If you have never heard the radio ad, I’m sure you’ve seen the countless amount of Yusuf Taiyoob memes around the net.

4.    A Kentucky Fried Christmas

“Kurisumasu ni wa kentakkii!” (Kentucky for Christmas!) was the campaign that KFC launched in 1974. A manager from one of the KFC branches in Japan, heard out the observation of an expat customer who realised that “in a land bereft of Yuletide turkey, fried chicken is the next best thing.” The manager brought it to the higher-ups and they were sold with the idea. Getting actress Haruka Ayase to appear in TV commercials and other types of ads helped to promote their Christmas campaign, by enticing people to reserve their KFC Party Barrels in time for Christmas. And each Christmas which followed after the campaign’s launch has resulted in KFC’s highest sales volume every year.

Through our findings, we have found that, each brand has blended in differently. Even so, there was a distinct similarity. They did it so subtly, that people never even realised that they were latching on to the respective festive seasons, thus increasing their awareness and sales volume as they become relative to the festivity from then onwards.

In light of these brands that latch on and offer an extra delight to festivities, how can your brand slide itself into such festivities?

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