Have you heard about Santa?

Not anybody knows that the image of Santa Claus is just one of the most successful marketing inventions in the world. In fact the big man, with red suits, red cheeks, and white bear didn't always look in that way, in truth when St Nicholas was drawn for the first time (in 1862) he was wearing a green suit. So, who change his colour and his image?

In 1920 Coca-Cola wanted to change the perception of its consumers. At that time Coke was perceived as a summer drink and in order to increase the income the company decided to find a marketing strategy to change this perception and make people believe that Coke was an “all year drink”.

How they did it?
Simply creating a new icon of their brand, they took a picture of St Nicholas and they modernized it. Santa’s suit becomes red like Coca-Cola’s logo thanks to the artist Fred Mizen in 1931. 

Here you can see one of the first Santa's pictures:


Comments

Post a Comment

Popular posts from this blog

Social Media for BtoB

We all know that social media marketing is becoming always more important for companies, but what happen if your company is not a BtoC but a BtoB? are social media still useful for your company? Generally speaking yes, they help you build a strong brand awareness and ease the hiring process, because if you are looking for candidates more people know your company and more possibilities you have to find the resource you are looking for. On the other hand, wise is to use the right social networks, for instance if you sell software it could be useless to have a Pinterest or Instagram profile because actually you have no products to take a picture of (or maybe you can take a pic of their GUI?). What you can use to promote your business, instead, is LinkedIn which gives you the possibility to create ads based on your target market and target only Seniors that can be your potential customers. Indeed, it's not easy to be a Social media Manager for BtoB but not impossible with money t
Read more

New Coca Cola's drops of happiness

Image
If in 1988 Bobby McFerring spread the happiness in the world with the song "Don't worry be happy"- and it worked well, because still everybody sings his song- nowadays Coca Cola is taking his place. The new Coca Cola campaign aims to bring happiness and to associate the brand with this feeling. Coca Cola always used Emotional Marketing in order to arouse positive  feelings in the customers when they see the brand's logo. Nevertheless, in this case the company overtake the previous marketing campaigns with a new powerful guerrilla and ambient strategy. In fact, focus of the new campaign is to bring some green, colour and happiness in our grey cities and ordinary life. Watch the video and let the happiness in!!!
Read more

From next Summer More advertising on Facebook.

Image
In order to increase the income Facebook decided to boosts video advertising. In fact, latest news say that in the next months there will be a video advertising every-time you open Facebook. It is well known that Facebook is becoming the best advertising platform, because it can reach different target markets all over the world. However, it has to be said that the social network is loosing members (around 10 million in the last year) especially for what concern UK, where in the last year 1 million of members decided to delete their accounts. On the other hand, it is true that the number of members from developing countries  is increasing. Nevertheless, Facebook decided to aim at companies which want to advertise their products and increase their profits.  Statistics show that in US companies spend 4 billions of dollars for video advertising on social media, and the forecasts are that next year this data will increase of 41%. In light of this, Zucherberg decided to make his
Read more