How Brands Can Tap into the Warmth of Holiday Nostalgia
Creating Lasting Emotional Bonds with Audiences.
How Brands Can Tap into the Warmth of Holiday Nostalgia: Creating Lasting Emotional Bonds with Audiences
You know it’s officially holiday season when you hear the unmistakable opening notes of Mariah Carey’s All I Want for Christmas is You on every radio station, in every mall and through every festive commercial. Love it or not, that song marks the start of the holiday season for millions of people. It’s repetitive, yes, but it works. Mariah’s song has become synonymous with Christmas, and it’s a perfect example of how repetitive messaging can create deep emotional bonds.
Just like how Mariah’s hit song signals the start of the holidays, brands like Coca-Cola and Hershey have mastered the art of repetitive holiday messaging. Year after year, their commercials appear on our screens sparking a sense of warmth, familiarity and nostalgia. Their audience doesn’t just see an ad—they feel something. They’re reminded of past Christmases and that’s what makes these ads so powerful. The Coca-Cola Polar Bear and Hershey’s Jingle Bell Kisses commercials have grown alongside their audience, embedding themselves in our holiday traditions.
Brands that successfully harness holiday nostalgia do more than just sell products—they tap into emotions. These brands craft messages that reflect the season’s spirit and evoke fond memories creating a sense of tradition. This is where repetitive messaging becomes crucial. Over time, the repetition builds trust and a deep emotional connection between the brand and its audience, making the brand a part of people’s holiday experiences.
Case Study: Coca-Cola Polar Bear
The Coca-Cola Polar Bear ads have been a holiday staple since the early 1990s. The playful polar bears, set against a snowy backdrop, enjoying a Coke, have become iconic symbols of the holiday season. What makes these ads so memorable is their simplicity and ability to evoke feelings of warmth, innocence, and joy.
Coca-Cola’s strategy with the Polar Bears taps into universal holiday values—family, unity, and togetherness. Even in a cold, wintry environment, these bears are enjoying a moment of joy with a Coca-Cola, making the brand part of that feel-good holiday moment. The repetition of these commercials has made the bears a key part of the holiday season for many, and their appearance signals the start of the festivities, much like Mariah’s Christmas anthem. By aligning their brand with the joy and nostalgia of the season, Coca-Cola has embedded itself in holiday memories, becoming more than just a drink—it’s a part of the holiday experience.
Case Study: Hershey’s Jingle Bell Kisses
Hershey’s Jingle Bell Kisses commercial is another classic example of holiday nostalgia done right. First aired in 1989, the commercial features Hershey Kisses ringing like bells to the tune of We Wish You a Merry Christmas.We Wish You a Merry Christmas. The ad is simple, using sound and motion to create a festive mood that resonates with viewers.
The brilliance of this ad lies in its simplicity. There’s no elaborate story or dialogue—just a familiar tune and the visual of Hershey Kisses ringing like Christmas bells. This repetition has turned the ad into a holiday tradition of its own. Like the Coca-Cola Polar Bears, audiences look forward to this commercial each year, and its reappearance signifies the start of the season.
Hershey’s has managed to stay top-of-mind during the holidays by making a product as simple as a Hershey Kiss feel special and joyful, reminding us that the holidays are about celebrating the small things that bring us happiness.
Nostalgia connects the past to the present and brands can leverage this by crafting familiar messages that become part of cherished holiday moments. When done right, these ads become as anticipated as the holidays themselves. As with Mariah Carey’s All I Want for Christmas is You, repetition in holiday branding isn’t just about being seen—it’s about being felt. Brands that successfully evoke those warm, fuzzy feelings are the ones that will be remembered and cherished for generations to come.