Standing out as a brand during the holidays is not that simple anymore. The secret might just be bringing fun into the game. Lets take a look at what big brands are doing this holiday season.
The Pepsi cooking show ad.
Pepsi launched a holiday themed beverage, Pepsi Zero Sugar Gingerbread Mini Cans. This product is a marketing powerhouse, combining the nostalgic flavors of gingerbread and Christmas with a fun, eye-catching mini can design. However, Pepsi’s strategy doesn’t stop at the packaging or taste.
The product is being introduced by frequent brand ambassador Shaquille O’Neal. The interesting part is how. Shaquille O’Neal stars in The Mini Holiday Baking Show, a comedic cooking show parody where he attempts to earn the title of “Greatest Baker of All Time.” In the humorous skits, Shaq is seen cracking eggs on his head, shouting at competitors, accidentally starting a fire, and humorously misusing “baking soda” before ultimately unveiling a can of the new flavor.
These kinds of ads evoke a cozy feeling—being at home on the sofa, surrounded by snacks, friends, or family, laughing together in front of the TV, without a care in the world. This sentiment lies at the very heart of Christmas advertising: creating moments of warmth, joy, and connection that resonate deeply with audiences.
The Google Shopping TV show.
The creation of entire TV shows in order to prime holiday products is not seen only in the Pepsi marketing strategy. Google Shopping also turned gift shopping into a reality show. And it went the extra mile, by producing a game show content series hosted by Jimmy Kimmel and featuring five celebrity duos as contestants.
The game show called “Can You Gift It?” is reminiscent of “The Price Is Right” and “The Dating Game” from a retro-styled game show set. The holiday ads are not just a fun way to promote some products from the online store, but a way to connect the public to the nostalgia of evenings spent in front of the TV watching a game show and being captivated by the drama and the simplicity of it.
Walmart x Gilmore Girls.
And since we are talking about nostalgia in holiday marketing trends this year, we have to mention Walmart’s “Gifts That Show You Get Them”. The campaign features the Gilmore Girl cast and reminded us about the Mean Girls campaign of the 2023 Black Friday, also done by Walmart. And if this is not proof that the nostalgia of the early 2000s sells, that we don’t know what is.
But that’s not all. After seeing Lorelay and Luke from Gilmore Girls reunited in Stars Hallow, we discovered that there are three other videos featuring Love Jones, Crazy Rich Asians and Sponge Bob Square pants. Literally, a blast from the past.
The 60-second anthem spot, directed by “The Holdovers” and “Sideways” filmmaker Alexander Payne is an emotional collage of clips from “Gilmore Girls,” “The Simpsons,” “SpongeBob Squarepants” and “National Lampoon’s Christmas Vacation” and the nostalgia vibes it gives are as big as you can imagine.
The marketing strategy behind this 90s and early 2000s references is based on the fact that it is ideal to have a connection between a brand and the pop culture of your target audience. And also to stand out. And this campaign definitely managed to create that emotional connection between buying holiday gifts for the loved ones and the comfort TV shows that millennials loved.
Barbour ‘Shaun the Sheep’.
One of our favorite ad characters this Christmas? Shaun the Sheep. The Barbour holiday ad is a masterclass in storytelling. The cozy nostalgia of seeing our beloved childhood character wrapped in Barbour scarves and hats, singing carols in the frosty countryside, is heartwarming. The best part? You can visit their website to find the items worn by the cast of the Christmas film available in real-life, human sizes. This inventive and humorous approach cleverly connects basic gloves and hats to a desirable Christmas gift list. And the tagline, “Give the gift of warmth,” perfectly complements the charming and chunky gang of sheep.
Sainsbury’s ‘BFG’.
Sainsbury’s 2024 Christmas campaign, featuring Roald Dahl’s The BFG, brings a heartwarming blend of nostalgia and festive cheer to the holiday season. The campaign, titled “Good Food for All of Us,” showcases the beloved giant teaming up with Sophie, a real Sainsbury’s employee. The whimsical ad, narrated by Stephen Fry, captures the magic of Christmas through enchanting visuals of snowy landscapes and a festive feast set in the BFG’s cozy cave. This campaign is a delightful combination of magical storytelling, real-world impact, and strong brand connection, making it a standout in the 2024 holiday ad lineup.
And because we are true fans of the nostalgia trend, we wrote more about being Retro In a Modern Digital World.
Our conclusion.
It seems that this year, the trend that is here to stay is nostalgia. We see a strong influence from the early 2000s in the marketing campaigns of big brands, proving that the primary audience to target right now is millennials. These millennials, who are now starting their own families, are looking for the comforting feel of cozy holidays, sharing simple moments with their loved ones. That’s why marketing campaigns for Christmas are about bringing back the memories from when we were young and careless.
Is this nostalgia trend starting to feel a bit overdone? Share your thoughts with us by leaving a message, and who knows—we might revisit this topic with a debate about nostalgia-washing!
