Christmas and advertising, the most effective commercials: Nutella at the top

Even at Christmas, in order to be appreciated by consumers and to work on brand equity, advertisements must be able to arouse emotions, differentiate themselves and remain consistent with their brand identity. When it comes to Christmas, emotions are generally not lacking, as suggested by the “Most Effective” Christmas Ads in Italy. According to the recent Kantar study, which analyzed Christmas copies on air in Italy, Nutella is the top performer: the historic jar in her Christmas dress inspires the young protagonist of the copy to spend a moment of sharing with her grandmother, as mentioned in the payoff “Love is the most precious gift”. Although the more traditional elements that distinguish Italian Christmas are still present – family, inclusion, sharing and conviviality – they are told through an emotionally engaging storytelling. In second place we find Pan di Stelle that “Awakens the Christmas dream” through the narrating voice of the young protagonist who guides us in the rediscovery of the magic of the holidays within a world of Pan di Stelle already recognized. Pringles stands out with the original copy “Pop play it” using the irony typical of Anglo-Saxon humor and of the brand: winning l ‘ploy to use the product in the Christmas context. Stéphanie Leix, Head of Media and Creative at Kantar, also highlights the importance of brand centricity: “Analyzing Christmas advertising, it is evident – and this applies to all copy regardless from the moment of Christmas – how it is not enough to generate emotions within a pleasant narrative: it is essential that the consumat ori are able to reconnect history to the brand “. The centrality of the brand / product within the story is an essential factor especially in a Christmas context which by its nature is not very differentiable. And the winners in this area are still the copies Pan Di Stelle and Nutella, followed by Disney which treats Christmas with values ​​linked to the themes of Inclusion & Diversity in full Disney style. coherent in the story, there are negative performances. and style. In addition to the aforementioned Pan di Stelle and Nutella, the copies of Coca Cola, OVS for Save the Children, Dr Schär and Amazon also stand out. It is therefore challenging for brands, especially in a very busy period such as Christmas, to emerge and stand out in order to positively capture the attention of consumers and create predisposition towards the brand. Leix concludes “Some of the results of our study may surprise you: behind the appearance of a copy wow, criticalities may appear that only a comparison with the consumer can bring out”