April 6, 2015
By Mira Kuhar, @mirakuhar
Easter is a time for family, cute animals and yummy treats. Most companies, whether they sell Easter-related products or not, like to center their advertisements during this time on the fun and playful atmosphere that Easter brings. If you’re thinking about creating an Easter-related campaign, here’s a small list of qualities to keep in mind that all successful Easter advertisements encompass:
A Family-Friendly Nature
Since Easter is a holiday centered on family, most advertisements will capitalize on family time. Pictures of children on Easter egg hunts, family dinners and groups of happy church-goers, are frequently pictured in ads. The goal is to generate a feeling of family pride and tradition with consumers. Here is an advertisement by Paas, a company that produces egg dyes and other egg decoration materials. Their slogan is, “America’s Favorite Easter Tradition.” This ad uses family as a main focal point to show their commitment to tradition.
When you think of Easter, what colors come to your mind? Light pinks, blues, yellows and greens, right? Advertising companies understand that these colors produce a sense of nostalgia for Easter. Because of this, pastels are typically the normal color template used in advertisements. Notice the colors that Target chose to use in some of their 2015 Easter ads: all pastel colors including pink, purple and yellow. These colors are a great go-to in Easter ads, and incorporating them into even the simplest of ads can go a long way.
The Easter Bunny
If there isn’t a bunny in there somewhere, can you even consider it an Easter ad? I guess so, but most companies wouldn’t dare forget to capitalize on Peter Cottontail. The Easter Bunny is a huge part of the holiday, and by incorporating it into advertisements, companies can bring out the fun and playful nature of Easter in a simple and cute way. McDonalds did a great thing in one of their ads to contribute to the Easter conversation. They took the top of their logo, the Golden Arches, and put it at the bottom of the page to make it look as if it were a pair of bunny ears peaking in. This is a brilliant example of how to relate your own brand and company to the Easter holiday.
Chickens and Eggs
Baby chicks hatching out of eggs is an image that comes to people’s mind when they think of Easter. M&M used the two images together really well in this Easter advertisement. The M&M pictured is meant to represent both an egg and a chicken; the design on the yellow candy is a baby chick, and the crack is meant to represent a chick pecking its self out of the egg. This is a cute way to appeal to consumers of all ages during the holiday.
Candy companies have it easy during this time, since chocolate and sweets are a huge component of Easter. If a company doesn’t sell yummy candy, however, there are definitely ways that chocolate can be incorporated into the ad to give it an Easter-time feel. Heienken International, a Dutch brewing company, did this in a really simple and powerful way. They took their iconic green Heineken bottle and turned it into a chocolate beer bottle, much like the chocolate bunnies that are popular during the holiday. The ad pictures the foil coming off, revealing the chocolate underneath.
These ads are proof that no matter what a company sells, there’s a way to tailor their advertisements around the Easter holiday. As long as an ad incorporates one of these things, it can be a successful push to contribute to the conversation that happens around this holiday. Hoppy Easter!