POV: It’s 10:30 p.m. and tomorrow all of the fall drinks at Starbucks are available. You text your friend: “We have to get an iced pumpkin cream chai tomorrow.” Brands spend millions of dollars a year marketing their products. They also produce new seasonal products to drive sales because people “must have” them. Companies have mastered the art of turning holidays and public observances into strategic marketing opportunities, maximizing profit and awareness. But what makes these campaigns so effective?
Seasonal Themes and Brand Identity
Starbucks’ limited-time beverages for seasons and holidays create a unique sense of urgency and an exclusive feel to purchasing the drink. In general buying coffee is trendy and a great way to socialize, making seasonal drinks something to look forward to as they come out. Starbucks’ famous red cup which arrives in the winter with their Christmas promotional items, is an intelligent marketing technique that constructs brand identity and brand image. With a sense of visual appeal, the holiday-themed red cups allow consumers to anticipate the winter seasonal promotional items every year. This campaign improves the enjoyment of the drinks, stimulating impulsive purchases by its target audiences.
At Valentine’s Day, couples have no choice but to buy gifts, providing an opportunity for marketers to get creative. Tiffany and Co. exemplifies how your significant other would be so much happier with a piece of jewelry. Their Valentine’s Day promotional items stimulate a person to believe this is the best present to give. Tiffany and Co.’s Valentine’s Day campaign includes exclusive heart jewelry and signature personalized packaging, making every girl want one like everyone else. Tiffany and Co.’s utilization of Valentine’s Day assists their brand image of the romantic appeal.
Creating Emotional Appeal
Nothing beats a cozy festive atmosphere around Christmas time, it’s almost too easy to achieve it. Starbucks holiday seasonal drinks highlight comfort and warmth in the winter, while their spring refreshers give you the energy as the weather gets warmer. These tactics allow the consumer to connect with the brand and generate a sense of reliance on their comfort drink, no matter what time of year.
Building Memorable Experiences
Holidays are a time to spread culture and be with the people you love. Regardless of brands, people are in a better mood and want to make others happy during these times. The Macy’s Day parade on Thanksgiving Day has become a tradition for families, building emotional connections by celebrating the values and the grateful aspects of the holiday. The Macy’s parade experience enhances the brand image and illustrates a lighthearted family-oriented relation to Macy’s brand.
Utilizing Public Events and Observances
Skims has been an extremely successful brand from their first launch. The Olympics only take place every four years, making marketing a strategic move for brands since everyone watches when aired. The Olympians being international help with the public relation side of marketing by gaining public awareness for supporting the athletes. Skims introduced an Olympic line that supported team USA, gifting each Olympian on Team USA merchandise to show their support. The Skims line, which included Olympic rings and USA colors, was available for sale to the public in online stores. Brands sponsoring the Olympics are working towards building a positive brand image by capitalizing on diversity and inclusion. Other brands who have sponsored the Olympics for many years are Nike, Adidas, and Under Armour, each using a successful sponsorship to maximize advertising.
Brands have mastered the art of turning public observances and holidays into powerful marketing opportunities. With seasonal themes, emotional appeal, and limited time offers, brands generate tempting engagement for consumers year round. Whether it’s Starbucks iconic red cups or Tiffany and Co.’s Valentines Day romantic jewelry, these strategic campaigns will continue to boost brand image and connection to customers.
Sources
5 Business Insights from Starbucks Holiday Drink Menu
Teaching Social Media 