photo: Coca-Cola Poland
In holiday advertising campaigns, creativity is a key element that attracts the audience's attention and inspires purchases. Content marketing experts have been working intensively to create unique holiday ad blocks in the past quarter that stand out from the competition. Dominant trends are often based on values such as well-being, help, and time with your family. What are the biggest advertising giants focusing on this year? Let's check it out!
Advertising accompanies us every day - on TV screens, in the online space, and offline. One that evokes strong emotions, especially emotions, tends to be better remembered. In the context of a food sector campaign, this type of approach may be particularly recognized. It is worth noting that focusing on food often increases the value of sharing a meal with loved ones, which further emphasizes the Christmas atmosphere. So, let's move on to our Christmas review!
# 1 ad we're all waiting for!
Iconic ads Coca-ColaDepicting Christmas trucks and Santa Claus himself, it first debuted in 1995. Despite the years that have passed, it still retains its popularity and in testing it seems to be just as effective, if not more so, than more modern campaigns of other brands.
It is worth knowing that before the release of the first campaign of the cult drink, Nicholas was associated primarily with a modest bishop. All this changed thanks to the creative and marketing power of Coca-Cola, which decided to give Santa a new, unforgettable image-a smiling old man with a white beard in the famous red disguise. Thus, the brand turned him into an icon of Christmas, which is impossible not to recognize.
The brand's latest campaign takes us to a world where everyone can be Santa Claus. Along with interactive quizzes, holiday truck rides, packaging contests, and outdoor activities, the brand promotes the message that in the "real world", anyone can become not only a witness, but also a creator of magical holiday moments.
# 2 the raccoon that moves you to tears
In a Christmas ad Lidla The main character is a sad raccoon who, after watching a happy family while decorating the Christmas tree, embarks on an exciting journey. He finds a lost monkey, makes friends with a dog, creating unforgettable moments. The spot ends with the words "special Christmas", emphasizing the magical mood and values of the holidays. Lidl first made a bid for storytelling in his Christmas performance – Apart from the Lidl logo, there are no references to this chain of stores. In our opinion, this is a very good step on the part of the brand, which evokes the audience through a spot and, thus, is remembered. Can one of the leading retail chains on the market find ads? We will find out the answer to this question and the answer of our competitors in the next winter season!
#3 Okay, not too cute
Milka it gets to the heart of Christmas again! Their latest video is a real gem in the ocean of sweet Christmas advertising. Based on the classic track "Just The Two Of Us", the ad exudes family spirit, understanding and acceptance. Milka, keeping her theme of sharing joy, hits the bull's-eye again. By watching this ad, we can embark on a sentimental journey to children's holiday joy.
# 4 Christmas with fun
Wedel it evoked Christmas magic, where moments spent with your loved ones alternate with enjoying Witch treats. In their charming commercial, the familiar track "Deck the Halls" gets a refreshing twist-the chorus of "fa la la la la" turns into a joyous "Wedel-el-lel-lelel". Set against the backdrop of this unusual song, filled with the warmth and atmosphere of a family holiday, iconic sweets such as Vedlovsky cake or marshmallows add charm to festive preparations. This isn't just an ad, it's a magical entry into the holiday mood with a brand that knows how to make these moments special.
# 5 dedication to dogs
In the latest Christmas ad Carrefour we are going on a fascinating journey through the history of Christmas decorations, the special hero of which is an adorable dog. The chain of stores convinces us that some gifts are so special that they stay with us forever. The whole story unfolds to the sound of the well-known song” Catch a Falling Star " performed by Perry Como, which gives the ad a unique atmosphere. This year, Carrefour combines the magic of Christmas with an unforgettable story that we want to share with our loved ones.
#6 we're on you at the communal table
Christmas campaign TyskieThe program, which was intended to promote support for the Federation of Polish Food Banks, was met with a barrage of criticism. In the ad, beer appears at the Christmas table, which has sparked controversy over the conflict between the product and the occasion. The brand was immediately discussed along with celebrities who became the face of Christmas advertising – Joanna Koroniewska and Maciej Dovbor. It is difficult not to comment on this topic, although it should be recognized that the campaign has achieved the main goal of the holiday message-it has caused emotions, but it is a pity that these extreme measures are not enough.…
# 7 Polish sweets for Polish holidays
The brand's Christmas campaign Colian under the slogan "Polish sweets for Polish holidays", we go on a magical journey through the fragrant culinary landscapes. The latest video is not only an updated version of the Skalds ' cult hit, but also the first joint appearance of five sweet stars: Hoplany, Semey, Nalenchevskaya plum, Grzeski and yazykov-the most beloved sweets! We, having seen, are ready for a festive sweet treat with Colian!
Why is Christmas advertising so important? During this special period, when consumers are ready to shop and look for inspiration, the holiday spot becomes a key tool in shaping a positive brand image. A well-designed campaign effectively attracts attention, increases brand awareness, and encourages purchases.
This year, we're seeing brands try to get their messages across not just through holiday products or services, but also through stories that move and touch the audience's heart. Regardless of the industry, advertising agencies understand that an emotional connection with the consumer is crucial in creating a good holiday campaign.
From year to year, the bar is set very high. What do you think advertisers will surprise us with next year?
Junior specialist in Marketing Communications and PR.
He is a graduate of the University of Warsaw and the Main School of Agriculture. We have been in the HoReCa industry for more than 10 years. For many years, he has been associated with the Trip group, Sobienie Royal Golf and Country Club, and the Florentin Restaurant in Warsaw.
She graduated from the Faculty of Architecture of the Warsaw Technical University with a degree in Architecture for the Knowledge Society and Visual Communications at the Polytechnic University of Milan. A specialist in creating a mood. She has gained experience at home and abroad at numerous international seminars (Seville, Lisbon, Florence), fellowships at La Sapienza (Rome), etc. m.in. in Carmi e Ubertis and ADM Milano.
A manager with many years of experience in the cosmetics, food, and children's industries. During his career, he was associated with such companies as: L'Oreal, Samsung, Danone-Nutricia, Unilever. During his professional life, he was responsible, among other things, for the development of e-commerce sales and content in Poland and the countries of Central and Eastern Europe. 
