Case Studies: How Top Brands Nailed their Christmas Campaigns

Christmas is just around the corner and as we near the end of the year, we think it’s a good time to reflect back on past Christmas campaigns and do a deep dive into WHY they nailed it.

Christmas is a time full of nostalgia, childhood memories, warmth, gift-giving, and a reflective period of the year just gone.

We’ve all seen campaigns that have gone above and beyond but sometimes it’s the simplest campaigns that pull on our heart strings.

Ever wondered about the psychology behind Christmas Ads? We’ll dive into what tactics brands use to draw you in emotionally and break down the top three Christmas campaigns in our opinion as well as the controversy around Cola-Cola’s latest Christmas Ad using AI.

Retailers save up their budget all year to go all in on their Christmas campaigns and they have good reason to do as the market is extremely competitive.

Ads are emotionally and tug on your heartstrings to make us emotionally connected in a feel-good way with the brand – fostering brand loyalty and driving sales. 

But what draws us in?

We’re emotional creatures, we want to belong and crave connection even more so since the pandemic.

Every advert you watch, it’s normally followed with a dynamic relationship such as grandparents, families, and children along with a storytelling element. It takes us on a journey and the magic that follows on Christmas Day. 

When you can see yourself in a story, you feel more emotionally connected to it and build an association with the brand. 

Christmas is a jolly season and there are many brands we can think of off the top of our heads that we associate with Christmas.

Cola-Cola being the top (however, who knows for how long after the stint they pulled this year), with John Lewis coming second. 

If we break down what a brand means, it’s a “concept” broken down into a collection of associations that we organize in our brain to make sense of information. 

When you’re exposed enough times to something, we start to begin to understand a “concept”. 

In an article on Psychology Today, they use the example of learning the concept of a dog. We weren’t explicitly told what the exact features of a dog were when we were younger but we grew up seeing them in movies, books, and in real life. 

When we think of a dog, a big dog like a labrador might be easier for us to use as a “prototype” of dogs compared to a small chihuahua. 

Brands utilize Christmas as their broader prototype and build their whole strategy around it. 

The packaging, commercials, and the iconic tune of Cola-Cola, no wonder we associate Christmas with the famous coke bottles dressed as Santa. 

John Lewis on the other hand is tied to family, traditions, and wholesomeness which ties into the broader concept of Christmas. 

Brands that play the long-game throughout the year increase their sales massively when the time arrives.

Boots’ Christmas campaign has caused quite a stir among viewers, causing many people commenting it’s too “woke” and complaining that they won’t buy from boots anymore.

It released its 2024 festive marketing campaign, “The Christmas Makeover”, unleashing the magic of beauty with actor and Bridgerton star, Adjoa Andoh as Mrs. Claus in a wonderland of Boots beauty. 

Its campaign brings us on the story of Adjoa as she leads her squad of beauty elves in “Mrs Claus Werkshop” on packing presents for beauty enthusiasts. 

With a swipe of the famous No7 lipstick, which is iconic to Boots, and a swift outfit change, Mrs Claus takes charge of helping the elves pack up presents for the big day.

We catch glimpses of the viral brands that are showcased such as Elf, Bubble, Sol de Janerio, and Lanegie. 

Along with the amazing Adjoa Andoh, this short film also features two renowned beauty social media influencers who work with Boots on an ongoing basis, helping Mrs. Claus tests out the products before they get sent on their way. 

If we compare other campaigns where Mr. Claus is normally at the forefront of the tale, this twist on Mrs. Claus taking control is a reality many mothers experience leading up to the big day, ensuring everything goes smoothly. 

The witty ending of Adjoa as Mrs. Claus saying “You thought it was all him?”” and a playful wink puts a different spin on the normal tale of Mr. Claus and his elves.

This campaign empowers women and shines light on the hard work that goes on behind the scenes.

Women tend to do twice as many festive chores compared to men and are always thinking of the smaller details that go into the festive day. 

Boots target audience is between the ages 22 to 55 years old, covering Gen Z and Millennials which care about authenticity, transparency, and most importantly, self-expression.

In a report titled “The Future of Consumer Behavior in the Age of Gen Z,” Mintel, a market intelligence agency, reports that 54% of Gen Z adults trust online beauty influencers and makeup artists. 

Since the rise of UGC and influencers, Gen Z is more likely to buy from content creators who they trust which brands will need to implement into their strategy for 2025. 

Although this campaign rustled some feathers, it hit the mark and spoke directly to their target audience who favor self-expression, inclusivity, and diversity. 

Sainsbury’s: ‘Sainsbury’s Big Christmas’ by New Commercial Arts

In Sainsbury’s 2024 Christmas campaign, the retail giant masterfully tapped into our collective nostalgia by reimagining Roald Dahl’s beloved classic, “The BFG” (Big Friendly Giant).

This choice not only entertains, it weaves in a narrative that resonates deeply with the audience. 

The campaign’s parallel between the BFG’s journey across the UK sourcing the finest ingredients and our own familiar Christmas traditions. 

Just as families head out on a quest to gather the perfect ingredients for the big day, the BFG’s adventure mirrors this relatable holiday ritual.

It’s a shared experience of Christmas preparations that brings households together across the nation. 

The juice, “Phizzwizard” serves as a great metaphor for the Christmas magic that happens. This captures that magic that makes ordinary moments into extraordinary memories. 

Sainsbury’s has created a campaign that not only captures the imagination but also reflects the true essence of Christmas in 2024.

The Family Portrait by JD Sports 

JD Sports has got us in our feels as they redefine family during their Christmas campaign titled “Family”.

JD Sports take on Christmas is different but simple as it showcases different forms of families that make the festive season special across the country. 

A change from the usual families around dinner tables and exchanging gifts, it’s more an embracement of spending time with friends.

While Christmas dinner and gift-giving is the conventional acts throughout many campaigns, this campaign focuses on the simple joys in life.

Meeting friends, getting their favourite food from the local kebab shop. 

This is a huge sense of community and belonging felt throughout this campaign as it showcases the different realities of communities felt across the country.

Everyone has their own unique experience of Christmas and what it means to them. 

JD Sports is celebrating not just family relationships but the connections and friendships you make along the way.

It opens up another insight into the lives of many and how they celebrate the big day.

It honors authenticity and relatability and feels more down-to-earth in comparison to other campaigns.

JD Sports is the leading sports fashion and trainers company in the UK that offers limited edition collections and exclusive designs from the best brands around the world. 

The usual dressing up glam for the festive season is toned down with many sporting JD sports casual wear pointing towards a more relaxed feel at Christmas.

Many well-known names such as Central Cee, Maya Jama, and members from the Beta squad can be spotted throughout, showing different traditions and the connections they have. 

Aside from well-known names, it’s the cast of real people that show their traditions.

From two friends sharing a sandwich while fishing, the playful fights in the kitchen with your siblings, to the late-night shifts. 

There’s a sense of togetherness, belonging, and inclusivity felt through every scene that makes us feel warm inside.

Representation is important to viewers and JD Sports stepped away from the conventional and moved more towards the reality. 

Controversy at Christmas

Coca-Cola’s “Holidays Are Coming” 2024

The iconic tune, the red van, the excited faces, and gathering of families as they wait for the Coca-Cola truck to go through their town. 

Once their campaign hits the telly, we know it’s officially Christmas, it’s time to get into the full swing of the festive season. 

However, this year they used an AI version for their campaign, labelled as “Real Magic AI”, which hasn’t gone down too well with their audience.

Some have labelled it inauthentic and eerie compared to its normal human connection and personal touch advertisements that bring families together. 

In comparison to other campaigns where families rush to catch a glimpse at the Coca-Cola truck, this time it felt animated and emotionless as the AI-generated animals and people watched on in anticipation. 

Cola-Cola has associated itself with Christmas for many years with different campaigns throughout the year focused on giving and sharing, a feeling felt specifically at Christmas.

Its red and black color makes it easy to associate to the familiar colors Mr. Claus dresses himself in. 

The 1995 iconic “Holidays is Coming” that started it all contrasts dramatically with this year’s campaign compared to the usual story of the red truck driving through the snow, lighting up lights on the streets and homes as it passes by, igniting that sense of magic we all feel at Christmas. 

The spirit of togetherness is missing here, as we don’t see those heartwarming moments of friends hugging or families coming together that we often expect in holiday ads.

Although there has been some support towards the AD, calling it creative and innovative especially with the advancement of AI this year, others feel it lacks the magic it once had.

Many consumers are still distrustful of AI especially when it comes to data, privacy, and transparency.

While Cola-Cola did disclose it was created with AI, it’s hard to distinguish between what’s human content and AI-Generated as AI gets more advanced. 

People buy from people, not AI-Generated figures.

This could have a massive blowback on brands that choose to switch out real people over generated images. 

We connect with a brand through an emotional connection seeing real people use their products and services.

It’s why UGC has blown up in the last few years, it’s created by real people who we can relate to. 

When people don’t know whether the content they are seeing is real or fake, it creates a sense of distrust.

A study published in the Journal of Hospitality Market and Management, customers are less likely to purchase if a product is labeled as “AI”. 

Participants were shown two products with a description with the only difference being one was labeled AI-powered and the other not.

After being asked about their willingness to buy the product, those who saw AI in the product description were less likely to buy. 

Consumers are still distrustful of AI and brands need to be aware how it impacts their reputation and the purchasing decisions of their audience. 

Is this the start of AI Christmas campaigns for the foreseeable future?

GoViral Conclusion

It will be interesting to see next year whether many follow in Cola-Cola’s footsteps and integrate AI into their campaigns despite the impact it can have on consumers’ purchasing decisions.

Authenticity, community, and belonging are feelings that consumers are valuing more and more each year.

When brands capture these emotions and create a narrative that sparks the magical spirit of Christmas, customers are more likely to purchase and brand sentiment increases.

Not to mention, awareness of your brand can skyrocket and continue past December into the New Year. 

If you need help creating an effective campaign, Contact us!