Christmas has always been a time for brands to shine, but it
seems that the 2012 festive period is somewhat different!
From last year I remember the Morissons ad with Brucie and
Freddie; the John Lewis with the kid excited about giving his gift to his
parents; Jamie Oliver cooking Sainburys food; Tescos had happy kids on a school
stage; Iceland had Stacey Solomon driving home to her family; Argos had their
aliens – and all the brands solidly had their respective promise that as a
viewer we understood.
Proposition and brands are clearly identifiable; and this is
important if they are going to attract lots of business from us shoppers.
Today is very different; John Lewis again went for the
snowmen tearjerker and Argos have stuck with the aliens; but to be honest the
rest of them have just merged into one brand/message/proposition! Not sure what Littlesons, M&Burys and Bootalan are offering this year; I'm a very confused viewer and shopper!
Be really interesting to see who the retail winners and
losers are this year!
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