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

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 o...
Read more

Psychology and advertising

Image
Have you ever thought about the fact that advertising use psychology to understand how our brain works and how convince consumers to buy more? Marketers use psychology in order to persuade and influence people's mind, in that way they are more attracted to advertising and as a consequence more attracted to products The video below it is very simple and in 6 minutes it will explain to you how psychology can be used in advertising.  Check it out!
Read more

Brand awareness vs Brand reputation

The brand awareness is nothing more than the popularity of a brand. Companies pine for it and in some cases invest a huge amount of money in order to increase it.  On the other hand the brand reputation is what people think about your brand, the perception they have. But what happen if your popularity (so your brand awareness) rises, but your brand reputation doesn't? This is what is happening these days to Moncler (a famous luxury down jacket company) after a television report on the Italian public television. In the report a journalist explains the unethical behaviours of the worldwide company. In fact, during the show Moncler has been accused of cruelty to animals, low quality, and exploitation of workers.  ...and the day after the show, the web and social media gone wild.  The brand awareness has sharply increased against the brand reputation which decreased considerably. Twitter, Facebook and the web are brimming with negative comments and articl...
Read more