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X-mas Trinkets Mean 4-ever Advertising

December 17th, 2008 · 1 Comment

By Garland Pollard

M&M Tree Light

Top 10 Xmas Brand Traditions

NORTH POLE – Candy companies have TOTALLY figured it out, as have TV networks and music producers.

Long ago, the networks figured out that if you have a good Christmas special, you can run it each year; the more times people see it, the more they want to see it. Thus Charlie Brown Christmas ranks in the top 10 each year.

So if you are a consumer goods company, you need to produce some items just for the holiday. They give you free advertising, forever.

You do this for a number of reasons, and not so much to make money, though I am sure most do. Companies do this to brand themselves during holiday time.

Here, an M&M tree light; the strand has long since died but the plastic M&M light covers live on, year after year. And once it becomes a tradition, it never dies.

Anyone who is getting out the ornaments knows that once a Christmas promotional ornament gets in the box for a couple of years in a row, you NEVER want to throw it out, even if it is a crappy old thing.

This is the main reason it was such a mistake for General Electric to get out of the business of making Christmas lights. Yes, the products were low margin but you need to have your BRAND be a part of Christmas.

Below, a list of the top 10 holiday brand traditions, in a sort of order:

  1. USPS Holiday Christmas Card Stamps
  2. Life Savers Sweet Storybook
  3. Hess Christmas Trucks
  4. Folger’s “Peter Comes Home” Commercial (hope they run it this year but we haven’t seen it)
  5. M&M Ornaments
  6. Coca-Cola Christmas Ads and promotional products
  7. Hallmark yearly collectible ornaments
  8. Lexus Christmas Sale
  9. Lego Advent Calendar
  10. Pillsbury Holiday Cookies

More branding stories of interest:

The Christmas List of Surviving U.S. Downtown Department Stores
Mrs. Beasley Returns This Christmas
Heat Miser Returns; Shows Value in Rankin Bass Animation Brand
Thinking Shiny Brite Ornaments
Andy Warhol and Brands
Q&A: Toniq for Vintage and Classic Brands With Cheryl Swanson

Tags: Advertising · Commentary · Licensing

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