Nov 21, 2023

Brands are approaching advertising in a variety of ways during a period when economic uncertainty has replaced pandemic-era concerns. Published Nov. 21, 2023 Courtesy of Coca-Cola With Thanksgiving just days away, the 2023 holiday season is in full swing. For weeks, marketers have been rolling out campaigns timed to the crucial period, one where consumers are expected to spend an average of $1,652 — a 14% year-over-year increase — per Deloitte’s annual holiday retail survey. Holiday marketing this year shows brands trying a variety of approaches during a period  that has seen pandemic-era concerns replaced by economic uncertainty. Several retailers have balanced sentimentality around friends and family with concern for value and budgets. Others have leaned into emerging digital channels, shoppable content and novel offerings like cocktail concierges and gift registries. One has even reunited the cast of classic film for a series of ads celebrating a Black Friday season that now extends throughout the month of November. Below, Marketing Dive has selected 12 campaigns that demonstrate how brands are celebrating the holiday season in 2023 — and what they could have planned for the new year. By Chris Kelly • Nov. 3, 2023 The generative AI-fueled “Create Real Magic” platform will allow consumers to design digital holiday cards featuring Santa Claus and the brand’s polar bears. Read the full article ➔ By Peter Adams • Nov. 1, 2023 The return of experiential activations after several years and a 20% increase in digital investments aim to drive home a message around affordability. Read the full article ➔ By Jessica Deyo • Nov. 7, 2023 “Joy is shared” will span over a dozen countries and is anchored by a 60-second hero spot soundtracked by a rendition of The Beatles’ “In My Life.” Read the full article ➔ By Sara Karlovitch • Nov. 6, 2023 The move marks a strategic pivot by agency Arnold Worldwide away from traditional holiday marketing themes as economic uncertainties persist. Read the full article ➔ By Jessica Deyo • Oct. 23, 2023 A diverse cast spanning multiple generations features in a 60-second spot promoting self-expression and individuality. Read the full article ➔ By Jessica Deyo • Oct. 25, 2023 On the heels of a new $1 billion turnaround plan, the retailer’s seasonal push includes paid creators, video ads and a “Penney Prepper” challenge. Read the full article ➔ By Chris Kelly • Nov. 6, 2023 The campaign features Nike, Puma and Adidas alongside basketball’s biggest names and arrives as the retailer launches a sneaker-focused brand platform. Read the full article ➔ By Sara Karlovitch • Nov. 2, 2023 A holiday concierge from the AB InBev ready-to-drink cocktail brand is available by dialing 1-833-DRINK-CW and via its Instagram. Read the full article ➔ By Aaron Baar • Nov. 2, 2023 “Merry & Bright” stars Jordin Sparks and features QR codes that take consumers to a Shop the Look page on the retailer’s website. Read the full article ➔ By Sara Karlovitch • Nov. 7, 2023 The blended scotch whisky is celebrating Hispanic-Americans with a continuation of its “We are the Spirit of the 200%” campaign. Read the full article ➔ By Chris Kelly • Nov. 1, 2023 Lindsay Lohan and company recreate scenes from the iconic teen comedy in the first of a series of ads created by a collective of Publicis agencies. Read the full article ➔ By Sara Karlovitch • Nov. 17, 2023 The liquor brand teamed with Black-owned gifting company Unwrp and rap artist Teezo Touchdown to create gift-wrapping paper that nods to the genre. Read the full article ➔