The festive season presents a major opportunity for brands to leverage seasonal and societal trends to enhance growth and sales. While giants like John Lewis and Coca-Cola have long set the standard with their iconic Christmas campaigns, other brands are also effectively harnessing the holiday spirit to boost their brand momentum.
Aldi’s “Kevin the Carrot” Campaign
Since 2016, Aldi has captivated audiences with its “Kevin the Carrot” series. The 2023 installment, Kevin and the Christmas Factory, was lauded as the UK’s most effective Christmas advert (System1’s Test Your Ad platform). The campaign’s success lies in its emotional resonance and consistent storytelling, which have significantly bolstered Aldi’s brand awareness and visibility.
However, Aldi can’t rest on its laurels. Despite Kevin’s nine-year success, the competition remains fierce. This year, M&S Food’s ad featuring Dawn French and Sainsbury’s BFG ad both outpaced Aldi in brand recognition during week three of Ipsos’s race-to-Christmas survey. M&S topped the list, with 44% of respondents recognising its ad compared to Aldi’s 39%.
Coca-Cola’s Christmas Consistency
Coca-Cola epitomises the power of consistency. Its Holidays Are Coming trucks have been synonymous with Christmas for over 30 years, refreshing the same memory structures year after year. This approach strengthens brand salience, making Coca-Cola one of the most recognisable holiday campaigns of our time.
This year, Coca-Cola upped the ante with its first-ever AI-created festive ad. Despite the technological twist, consumer testing shows the campaign still works. Why? The aesthetics and messaging have remained largely unchanged for decades. This is a perfect example of how long-term brand consistency fuels growth and reinforces market dominance through the power of resonance and recognition.
Spotify’s “Wrapped” Campaign
Spotify’s annual Wrapped campaign (first introduced under a different name in 2016) personalises users’ listening habits from the past year, highlighting top-streamed songs, artists, and podcasts. This end-of-year “gift” rewards loyal listeners and taps into the universal appeal of exclusivity and personalisation.
Spotify Wrapped not only engages users but also dominates social media. On release day, hashtags such as #SpotifyWrapped trend globally, and users eagerly share their results with friends and followers. With over 626 million subscribers, Spotify has transformed this campaign into a cultural phenomenon, solidifying its platform as the go-to for streaming.
