The debuts of the leading U.K. retailers’ moving and high-production-value Christmas-themed TV “adverts” have become an anticipated event in that country each year. Many spur exclusive, limited-time merchandise items or ranges that tend to sell strongly, with some of the proceeds typically contributing to charitable causes.
For example:
- John Lewis’s merchandise tied to the star of its spot this year, Buster the Boxer, was among the top 10 bestselling collections in its stores the week after it premiered in November to complement the ad’s first airing. The retailer, which has been considered a leader in the holiday-ad-driven product trend, also offered items tied to previous Christmas campaign characters, including the Man on the Moon in 2015 and Monty the Penguin in 2014.
- Sainsbury’s 2016 ad is a three-minute animated musical featuring a character called Dave, voiced by James Corden. Sales of merchandise, which includes an animation kit and a gingerbread version of Dave, go toward Great Ormond Street Hospital. For the last three years, the chain featured the Judith Kerr children’s book character Mog in its advertising and in a product assortment; it raised £1.4 million ($1.78 million) for Save the Children last year.
- Waitrose’s current commercial features a robin making its way back home to the U.K. from Scandinavia. The chain is selling a book (available at bookstores as well as Waitrose), computer game, giftwrap, kitchenware, toys, and apparel featuring the little bird.
- Aldi’s ad this year stars a character called Kevin the Carrot, and the chain carries a plush version in its stores.
- Marks & Spencer’s TV spot for 2016 features Mrs. Claus, played by actress Janet McTier, as a modern, independent women. The chain offers a pair of sparkly red athletic trainers that figure into the plot of the ad, as well as calling out a number of other products, many of them red, recommended by “Mrs. C.” The character’s commentary is featured on a dedicated e-commerce page, and she is appearing live across Channel 4’s talk shows to offer tips about Christmas entertaining, cooking, and decorating.
Marketers in the U.S. have occasionally created licensed merchandise programs based on advertising campaigns that have become cultural touchstones, including the likes of Budweiser’s Frogs, Wendy’s Where’s the Beef?, and more recently Mountain Dew’s Puppybabymonkey, among others. There have even been holiday examples, such as Coca-Cola’s Polar Bears.
But it is hard to imagine U.S. retailers emulating the British tradition of creating eagerly awaited and beloved Christmas spots, and the popular merchandise collections that accompany them, each year.
Comments are closed.