The Iceland ad won Christmas.
Iceland’s banned Christmas advert was a risky strategy for the big supermarket brand. With competition stronger than ever before, what has just happened with Iceland is an example of an excellent marketing strategy.
Let’s take a look at a Christmas advert checklist:
- A well known Christmas song
- Lots of snow
- Pretty Christmas trees and decorations
- Happy families and friends
- Smiles and laughter
- Delicious looking food
- Loving cuddly made up characters
- A sprinkling of shiny stars
When it comes to creating a Christmas advert the above list is crucial to pull at the heart strings of eager Christmas shoppers. I am by no means dismissing traditional Christmas adverts, there are some very good ones out there doing the rounds. What I am trying to say is that Iceland didn’t follow the usual checklist with their Christmas ad and the finished product was genius.
This year the supermarket brand decided to focus on an issue that needs a lot more attention. The production of Palm Oil. Iceland created a story around an Orangutang named ‘Rang-tan’ and a little girl who is somewhat confused as to why an Orangutang is seeking refuge and getting angry about certain products in her bedroom. The illustrated advert is cleverly narrated with illustrations of rainforest destruction. The little girl eventually finds out about Rang-Tan’s story and pledges to help. Towards the end of the advert we see the Orangutang and the little girl hugging each other on the floor and a black screen with a dedication to Orangutans and the important message about Palm Oil products. Iceland pledges never to use Palm Oil in it’s own brand products.
So why was it a success? Christmas time is a major selling point for brands worldwide. Big companies have a platform to promote why they should be the brand of choice for customers throughout the Christmas period. It’s now part of Christmas tradition. Who will have the best Christmas advert? What stories will be told? When will it air on TV? Iceland used this platform to promote something entirely different and albeit very important. This campaign could have gone out at anytime of the year but by putting it out at Christmas sends out a big message.
The advertising watchdog banned the advert from going out on TV screens across the nation even before it had aired. However, this isn’t necessarily a bad thing.
Iceland’s intention is to promote and spread the message about Palm Oil production and the fact that the advert has been banned has done the company massive favours. News channels, radio stations, newspapers and social media went big on the story. One simple search of Iceland on Google brings up huge numbers of news articles on the controversy of the banned advert. People up and down the country went all out on Social Media to express their anger and rage at the advertising watchdog. At one point, Iceland was even one of the top trends on Twitter. Some Radio stations even had phone ins about the matter. The ad also currently has 1.5 million views on YouTube. All of a sudden the company has huge support and backing from millions of people.
People are talking. Not only about the campaign but the brand itself. Iceland succeeded. Their ‘Christmas’ advert was a success from day one.
