It’s a given that all brands will want to do something at Christmas, whether it’s big or small – ‘tis the season after all! In no particular order, here’s just a few that have caught my eye, writes Laura Cunningham.
- Lakeside shopping centre launches ‘fast lane’ for speedy walkers
For any of us that converted to internet shopping a long time ago, the experience of hustling crowds, long queues and sights of bored men discarded at the front of shops is a thing of the past…but of course in the season of giving we will have to brave the crowds from time to time.
The ‘fast lane’ was launched after a survey by MasterCard found that slow walking or leisurely browsing by others is a grievance for 84% of shoppers. So if slow walkers fill you with a slow- burning rage then the fast lane is definitely one you can celebrate. A really simple idea, with little investment and focused on reliability, it’s an effortless campaign which works well.
- Ferrero Rocher: Behind the Layers
A chocolate long associated with Christmas, Ferrero Rocher is back once again with its ‘Behind the Layers’ pop-up. Inviting guests to immerse themselves in a multi-sensory ‘tasting adventure’ through mini-desserts inspired by the five layers of Ferrero Roche, the activity also sees a partnership with mixologists the Liquid Chefs.
In summary – chocolate, indulgence, cocktails and exclusivity of a ticketed pop-up? Also throw in the word ‘multi-sensory’? It’s a no brainer.
- Coca-Cola: Googlebox on ‘Holidays are coming’
Believe it or not, a lot of people like to use the roll out of the classic ‘Holidays are coming’ Coca Cola advert as their signal for the start of Christmas (it is truly consumerism at its finest). The advert remains virtually unchanged over the years, but recently the brand has stepped up its Christmas presence with the launch of the touring Santa Truck, which travels the country. However, this year the soft drink giant decided to debut the advert a little differently.
Opting to portray a ‘more honest insight into the real-life nature of Christmas’, Coca Cola has used the cast of Googlebox reacting to the advert being on the TV for the first time. It even features cast-members Stephen Webb and Chris Steed declaring that as the ad has been screened on TV, it’s basically Christmas now.
I don’t know whether to weep or go buy some Coca-Cola. Probably the latter.
- South Bank’s Finnish Rooftop Sauna
As part of its Wintertime celebrations and year-long Nordic Matters festival, the Southbank Centre has launched the Finnish Rooftop Sauna (running until the end of December). Situated on the Queen Elizabeth Roof Gardens, the sauna overlooks the Thames and iconic London skyline. What’s not to like? Tapping into the incredibly popular Nordic and Scandi trends of recent years, the temporary sauna isn’t necessarily Christmas-focused, but is a nice quirky idea for people to enjoy during the colder months.
- Gregg’s Advent Calendar: Sausage Roll Jesus
In November, Gregg’s decided to launch a limited edition advent calendar which included a token for a different Gregg’s menu item behind each door. Simple enough but it caused huge controversy when they decided to replace the baby Jesus with a sausage roll. There were calls for a boycott of the chain, whilst the internet went meme crazy.
Regardless of how you feel about this on a personal level, putting on your ‘all publicity is good publicity’ hat, the following Friday there were reports that Greggs had sold out of sausage rolls and the hashtag #greggsnativity had been trending on Twitter for two days. We’ll leave it to you to decide whether it was a clever or tasteless stunt.
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