The Best-Kept Secret in Advertising: How KLM and Heineken Turned King’s Day Into a Global Campaign
Nobody outside the Netherlands knew what King’s Day was. That was the insight — and the opportunity. In 2014, KLM Royal Dutch Airlines and Heineken …
Seasonal
The Easter Egg Hunt, Taken Global: Cadbury’s “The Worldwide Hide”
The Easter egg hunt is one of the oldest participatory traditions in the seasonal calendar. It is tactile, local, and entirely analogue. In 2021, Cadbury …
The Gen Z Torchbearers: How Coca-Cola is Reimagining Lunar New Year for a New Era
In the world of global advertising, few challenges are as daunting as “refreshing” a 2,000-year-old holiday. For decades, Lunar New Year campaigns followed a predictable, …
McDonald’s Singapore’s “Prosperity Pals” show how plushies became serious loyalty marketing
Every Lunar New Year, brands flood feeds with the usual suspects: red-and-gold visuals, auspicious puns, limited-time bundles, and a race to be the snack you …
Why Woodie’s “Mrs. Higgins” Wins Christmas — and What It Teaches Advertisers
Each December, brands go head-to-head to win hearts with Christmas ads. But as this year’s research from RED C makes clear, winning Christmas isn’t just …
Intermarché’s “Unloved” Went Viral Without AI — and It’s a Blueprint for Brand-Building Christmas Ads
Every holiday season, brands chase the same elusive prize: a Christmas ad that escapes the media plan and becomes culture. In 2025, a French supermarket …
What Makes John Lewis’ “Where Love Lives” a Masterclass in Seasonal Advertising
Every November for nearly two decades, John Lewis has delivered Christmas adverts that set the tone for the festive season. With 2025’s “Where Love Lives”, …
Wannabe a Christmas Shopper? Revisiting the Spice Girls’ Tesco Festive Flashback
Christmas advertisements hold a unique and cherished place in popular culture. Every year, brands vie for attention, hoping to create that one memorable commercial that …
Why the Migros “Wichtel Finn” Campaign is a Masterclass in Emotional, Multichannel Brand Storytelling
When a brand manages to weave authenticity, emotion and consistency into a story, the result is not just an advert but a cultural touchpoint. That’s …
The Bacardí Skeleton Bottle Campaign: Halloween 2025’s Deadly Delight
Bacardí’s limited-edition Skeleton Bottle campaign for Halloween 2025 didn’t just embrace the spooky season—it became a case study for how beverage brands can make seasonal …