I love the holidays, and not just the popular ones like Christmas and Halloween, I celebrate them all. You know who else loves holidays? Brands and marketers. It wasn’t until I started working in the industry that I realized brands love to take advantage of every single holiday, even ones as minor as April Fool’s Day. Before I start talking about why I think it is so smart for brands to utilize even the smallest of holidays, here are a few examples of recent marketing campaigns focused around minor holidays.
Ben & Jerry’s and Earth Day:
In 2015 Ben & Jerry’s decided to celebrate Earth Day by creating a new flavor called, “Save Our Sworld.” They created this flavor to bring attention to the pressing issue of our environment and climate change. Not only did Ben & Jerry’s create this exciting new flavor, but they also backed up their message by partnering with Tesla, the electric car company, to launch their new flavor and show the world they are using less fuel. Ben & Jerry’s also created the 100% Clean Power Petition and put it on their website so customers could get involved. Producing an Earth Day campaign did wonders for the Ben & Jerry’s brand. Not only did they profit from the new flavor they created, it was also a great PR move. How could you dislike a brand that is trying to help make the “sworld” a better place?
SodaStream and April Fool’s Day:
First, I know what many of you are thinking, is April Fool’s Day even a real holiday? Yes, yes it is (at least in my opinion, which for the sake of this blog is all that matters.) Anyway, this year SodaStream paired up with Paris Hilton to create an April Fool’s day campaign that according to Adweek, “deserved a special shoutout.” To fool the world, Paris Hilton starred in a fake video promoting SodaStream’s new product, “NanoDrop,” a fictitious sparking-water product that claims to be 5,000 times more hydrating than regular water. Although the NanoDrop was a joke, this campaign was far from laughable. The Paris Hilton/NanoDrop ad helped spread the word about the SodaStream brand. This prank even spread awareness about the SodaStream across the world, ending up in publications like The Times of Israel.
Krispy Kreme and St. Patrick’s Day:
A doughnut is not usually the first thing that comes to mind when thinking about St. Patrick’s Day, but Krispy Kreme found a creative way to get involved in the festivities. This year, for one day only, Krispy Kreme turned all of their original glazed doughnuts into “O'riginal Glazed Green Doughnuts”! Dying foods green for St. Patrick’s Day is not a new discovery by any means, but because Krispy Kreme is such a traditional and well-known brand, the news of them changing one of their most popular products earned the company a lot of press. Also, by making this a “one day only” promotion, it created a sense of urgency for the customers to go and buy a unique green doughnut. By giving in to the holiday spirit and turning their traditional glazed doughnut green, Krispy Kreme sure hit the pot of gold at the end of the rainbow.
No matter what marketing angle you chose, holidays, even the smallest of them, provide brands and marketers the opportunity to think outside the box and be creative. Also, tying in the holidays to campaigns helps humanize your brand. It helps connect with you audience on a more personal, fun level, and it allows your message to resonate with the customers current state of mind. Whether it is Earth Day, April Fool’s, St. Patty’s, or something as mainstream as Christmas, brands can’t go wrong with holiday themed marketing campaigns.