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Sentimentality, Value Lead 2023’s Holiday Seasonal Ads

Cozy sentimentality and a budget-conscious emphasis on value have been a couple of themes emerging in marketers’ campaigns for the 2023 holiday season.

coca cola 462776 1920As Marketing Dive reports, while Coca-Cola’s Santa-filled “Create Real Magic” campaign relies on generative AI and the brand’s signature polar bears, Target has boosted digital spending by 20% to drive awareness around affordability.

Apple’s 2023 holiday “Fuzzy Feelings” features George Harrison’s “Isn’t It a Pity” and boasts that “creativity has the power to change the way we see each other,” as 9to5Mac notes. Amazon’s heartstring-tugging “Joy Is Shared” spot, backed by the Beatles’ “In My Life,” is one of the most effective ads globally, The Drum notes .

“During the holiday season, brands can craft heartwarming narratives that resonate with customers. These stories can evoke nostalgia, create a sense of belonging and remind customers of the brand's role in their holiday traditions," Grant Aldrich, founder of education site Preppy, told CMSWire.

Hellman’s, Green Giant and other brands have rolled out campaigns on holiday festivities as well, as PR Week reports. Lipton had a social-media initiative aiming to help avoid a dry turkey. Lay’s teamed up with a reality TV star on a cookbook that shows how to make mashed potatoes out of the brand’s potato chips.

In the UK, backlash over a holiday campaign for retailer Mark & Spencer’s that highlights celebrities and self-indulgence helps “underscore how generosity, compassion and empathy still matter to people,” according to The Conversation.

The National Retail Federation has projected a 3% to 4% year-over-year rise in holiday-related sales for 2023, a steep decline from the past few years but roughly in keeping with a pre-pandemic 3.6% average, as CNBC reports.

One trend doesn’t appear to be changing this holiday season: As Insider Intelligence reports, a recent survey finds that brands expected to keep turning to TikTok for their 2023 holiday marketing.

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