The combination of the nostalgia-tinged ‘Holidays Are Coming’ and its “heart-warming” ‘The Letter’ ad combined to make Coca-Cola the most effective advertiser in a year when brands found a number of ways to create effective marketing despite the pandemic.
In an exclusive interview, Coca-Cola UK marketing boss talks about the challenges of 2020 and why the soft drink maker has had to be “braver” than ever before.
Iceland believes the “incredibly agile” nature of its marketing team has helped it weather the Covid challenge this year and helped it attract new customers.
With Christmas ad season now firmly underway, Marketing Week shares its take on this year’s Christmas stars and festive flops.
The 2020 crop of Christmas campaigns could be ushering in a new age of diversity in television ads.
During a festive season under lockdown, brands have had to strike a delicate balance between spreading joy and respecting the mood of the nation, with kindness emerging as the key Christmas trend.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the launch of John Lewis’s Christmas ad to McDonald’s long-term view on brand building, it’s been a busy week. Here’s my take.
Sainsbury’s is hoping a combination of home-video-style footage and reminiscing about Christmases past will show people the festive season can be special whatever the circumstances.
Rather than getting caught up in an “unrealistic” vision of Christmas, Lidl hopes its twin message of value and quality will resonate with consumers in search of a good time.
O2’s first foray into festive advertising features its brand mascot Bubl helping a young girl take part in the sport she loves despite lockdown.
Tesco is hoping to provide some reassurance this year that even if you have done something naughty you can still treat yourself this festive season.
Has John Lewis and Waitrose’s “very different” approach to the Christmas ad this year paid off? Marketers certainly seem to think so.
The retailers say they felt they had no choice but to do something “entirely different” this year as they look to bring their brand promise to life.
The retailers say their annual Christmas ad takes inspiration from the generosity of the British public this year, with the aim of supporting those hit hardest by the pandemic.
Coca-Cola is celebrating 100 years of Christmas ads with a campaign encouraging people to be more present that will run alongside its ‘Holidays Are Coming’ messaging.