For businesses, New Year and Christmas are a time of sales surge and increased profits. And familiar characters contribute to this: from real polar bears to cartoon elves and gnomes. Our partners from Online Patent told us how New Year’s advertising warms up the audience and why it is necessary to register holiday trademarks. Read carefully – at the end of the article we left a promo code for a discount.
The holiday is coming to us
For many years, Coca-Cola’s holiday commercials have remained at the top – they are recognized by both children and adults by their bright red trucks, white polar bears and signature song “The holiday is coming to us”. Since the 90s, it has remained one of the main associations with the New Year:
Coca-Cola and others
Lego is releasing sets based on the Harry Potter universe for the New Year . Such a gift will appeal not only to children – the generation that grew up on the Harry Potter books and films will definitely be happy. The media writes that such a combination allows you to offer an ideal gift to both children and nostalgic adults.
Source: Lego
And M&M’s introduced its two main characters, Red and Yellow, back in the 90s . And since early December, they have become the main characters in the brand’s advertising. At first, it was a simple plot where Red and Yellow encountered Santa near the fireplace:
But in 2017, the company released the second part. In it, Yellow decided to take Santa’s place himself, but he mixed everything up, and the gifts went to the wrong people.
It is impossible to imagine the approach of holidays without these characters. By the way, brands registered trademarks for them back in the 90s – this helped large companies avoid plagiarism and protect intellectual property.
We have the best USA phone number data. USA phone number data is an effective tool if you want to increase your business success. It will help to usa phone number data increase the marketing of your business at a very affordable cost. USA phone number data defines the key parameters of a stored phone number among the most important features.
It has become more difficult to surprise the public, so some brands have teamed up and announced original New Year’s collaborations for the holidays. In 2022, Airbnb and Disney offered their guests to rent housing from the film “Home Alone” for $ 25 per night. The interiors of the iconic film included numerous mini-traps like those once set by Kevin McCallister.
Source: Pravilamag
Gucci and Xbox presented a Christmas batch of consoles in the style of the iconic fashion house. And the largest English chain of stores Target and the brand Marks & Spencer presented a collection of Christmas products before the holidays: cookies and sweets were packed inside a double-decker London bus, Big Ben and other significant symbols of Great Britain.
Source: Food&Vine
Mariah Carey, who in 1994 released the hit All I Want For Christmas Is You , which became a symbol of the Christmas holidays, named her favorite dishes from McDonald’s before the New Year 2021. Each participant in the promotion could get these goodies for free when ordering from $ 1 in the mobile application.
By the way, McDonald’s registered trademarks for all its characters and all its names. It even received a patent in the USSR, when not a single restaurant had opened in the country.
Domestic Marketing: The Best Holiday Advertising in Russia
The policy in large Russian companies is no different from international ones. They release good commercials with favorite images. In 2020, before the New Year holidays, Sber launched an ad with Georges Miloslavsky. In it, the hero of the film “Ivan Vasilyevich Changes Profession” finds himself in our time and travels around Moscow to a song about a January blizzard. Along the way, he finds friends, and pays for entertainment, of course, with a company card. He travels around Moscow, meeting new friends and, of course, pays with a “green bank” card.
VTB is not lagging behind and consistently telegram materials launches the “Everything will work out!” advert for several years before the New Year. By the way, the bank protected the slogan of the advert “You have to believe in the best, everything will definitely work out!” with a trademark . This means that only VTB can use this slogan in advertising banking products.
Whiskas, although a foreign company, actively conducted holiday advertising campaigns in Russia. In their commercials, the main character is, of course, a cat. But the musical accompaniment was chosen from Russian classics or generally recognized hits:
Emotions are the main thing in New Year’s advertising. That’s why humor is also often present in holiday videos. In 2018, Tinkoff released a video called “Dima – you are a deer.” In it, the main character of the video, KVN actor Dmitry Khrustalev, humorously talked about serious things: choosing a credit card, with which it is easy to organize any holiday.
Why register New Year’s trademarks
Please note that each company is trying to obtain a patent for New Year’s advertising signs – these can be characters, slogans, product names. Such signs become important attributes of brands, and advertising using them can be launched every year – as M&M and Coca-Cola did.
The goal of these brands is to encourage phone number qa people to buy gifts for their loved ones or buy something for the New Year’s table. Santa Claus with a bottle of cola or Yellow and Red from M&M’s, getting into one or another awkward situation against the backdrop of a Christmas tree, have already firmly entered popular culture. And advertising campaigns with these characters have been launched for decades!
And with the help of trademarks, the companies decided to protect their heroes from illegal use. No one except Coca-Cola will ever be able to use the iconic song in advertising, which brought the company millions in sales. And Yellow and Red will remain the symbols of M&M: they were the ones who brought recognition to the brand.
Registering your trademark is easy. And with the promo code REG12 it is even easier – a discount of 1000 rubles from our friends, the company Online Patent.
