All We Want for Christmas is a Holiday Campaign: What Makes a Holiday Campaign Shine

Twinkling lights, familiar jingles and heartwarming stories—holiday campaigns don’t just sell products, they ignite memories and define traditions. Our favorite holiday campaigns blend creativity and strategy in a way that perfectly captures the season’s magic, while still driving unforgettable results. At Designsensory, we believe that every campaign is an opportunity to create something truly iconic. Let’s explore a few standout holiday campaigns that define the season and uncover what makes them so extraordinary.

The Power of Holiday Campaigns

What makes holiday campaigns feel just a bit more special is the storytelling aspect that taps into shared emotions and our collective traditions. It’s no accident that so many holiday campaigns stick with us long after the snow melts. These campaigns succeed because they create genuine connections, resonate emotionally and often incorporate timeless themes like giving, family and nostalgia.

And it’s big business. Consumer behavior research reveals that the holiday season drives significant increases in both brand awareness and sales conversions. Shoppers are primed to spend, but they expect brands to deliver memorable and meaningful experiences. This creates a high-stakes challenge for marketers to stand out in the crowded holiday landscape.

What Makes a Holiday Campaign Iconic?

The best holiday campaigns have a few things in common:

Emotional Resonance: They evoke powerful feelings like joy, nostalgia or generosity.
Visual Identity: Consistent, eye-catching design elements tie the campaign to the brand.
Storytelling Mastery: Great campaigns don’t just promote products—they tell stories.
Simplicity with Depth: While some campaigns go big, others create lasting impressions with minimalism and clarity.

Some of our Favorites

John Lewis Christmas Adverts: Emotional Storytelling at Its Best

Few brands capture the holiday spirit like John Lewis. These adverts have become a hallmark of Christmas in the UK, combining cinematic storytelling with understated product placement.

The Boy and the Piano (2018): An absolute icon. This emotional ad follows Elton John’s journey from receiving a piano as a child to performing on grand stages. It’s a poignant reminder that some gifts change lives forever.
The Bear and the Hare (2013): An animated masterpiece with Lily Allen’s rendition of “Somewhere Only We Know.” It’s a simple yet touching tale of friendship and thoughtfulness.
Unexpected Guest (2021): A whimsical tale about a space traveler’s first Christmas. This ad celebrates shared traditions and the joy of connection.

Each of these campaigns creates a warm, memorable association with the John Lewis brand, exemplifying awareness marketing at its finest. They tie the brand to a grander meaning behind Christmas—discovery, friendship, connection.

Executive Creative Director Joseph Nother and Senior Art Director Katie Marshall called out John Lewis as some of their favorite holiday spots.

Coca-Cola and the Creation of Modern Santa Claus

When you picture Santa Claus, chances are you’re imagining Coca-Cola’s Santa. Introduced in the 1930s, this jolly, red-suited figure helped solidify the modern image of Santa Claus. The campaign did more than sell soda, it made Coca-Cola synonymous with holiday joy and togetherness.

Wide-spread mass media featuring Santa Claus and Coca-Cola, alongside ample merchandise–now highly prized and collectible–has created a deep association between the two and cemented Santa’s image.

Hunter Foster, VP of Media and Communications, called out Santa’s soda journey as one of his favorite campaigns.

Corona’s “O Christmas Tree” (1998): Simplicity Done Right

For nearly 30 years, Corona’s holiday ad has shown a single palm tree lighting up to the tune of “O Christmas Tree.” Its minimalism paired with brand consistency proves that less can be more. The ad embodies the brand’s laid-back identity while delivering festive cheer. It’s proof that you don’t always need elaborate storytelling to create a lasting impression and that your brand, which may be associated with a seemingly contradictory thing—in this case, warm weather and the beach—can reposition itself and boost sales off-season.

Our VP of Engagement Marketing, Brad Carpenter called out Corona’s simple “O Christmas Tree” as one of his favorite campaigns—classic Brad.

Campbell’s Melting Snowman (1993): Warmth in Every Bowl

This heartwarming ad features a snowman melting into a boy after enjoying a bowl of soup. The metaphor of warmth and comfort perfectly encapsulates Campbell’s brand promise, creating an emotional connection that remains timeless while showing brands that simple, relatable storytelling can evoke powerful emotions. It also provides staying power beyond just the holidays, extending the full season as a winter spot.

Lindsay Jones, Market Development Lead, dropped the Campbell’s snowman ad as one of her favorites of the season. It makes us melt too.

M&Ms “Faint” (1996): Decades of Utility

This 1996 lighthearted ad shows the M&Ms encountering Santa, leading to mutual disbelief and fainting. It’s a witty play on positioning the M&M characters as equally famous and iconic as Santa Claus, so much so, that even he instantly recognizes them. Its charm lies in its humor and the nostalgic connection, strong fan base and consistent engagement it has accumulated over the decades.

Shianne Warner, Social Media Specialist, called out the M&M and Santa classic as one of her favorite campaigns.

Hershey’s Kisses Christmas Bells (1989): The Bell-Ringing Choir

Since 1989, Hershey’s Kisses have delighted viewers with a simple, joyful ad featuring the chocolates ringing like a bell choir. Its enduring charm lies in its simplicity and nostalgia, making it a holiday staple.

Ben Maxey, Art Director and Lead Motion, called out the Hershey’s Kisses Bell Choir as one of his favorite campaigns while wishing you all a Merry Christmas… and a happy New Year.

The Science of Holiday Marketing

What makes these campaigns so effective? Research shows that emotions play a significant role in consumer decision-making, especially during the holidays. Nostalgia and shared traditions are powerful motivators, creating deeper connections between brands and audiences. Additionally, the combination of brand awareness campaigns and response marketing ensures both long-term loyalty and immediate sales results.

Awareness Campaigns: Build emotional connections and keep your brand top-of-mind.
Response Marketing: Drive action with limited-time offers, exclusive deals, and social commerce integrations.

The most successful holiday strategies blend these approaches, ensuring that the emotional pull of a heartwarming ad translates into tangible results.

Takeaways for Brands

Creating an iconic holiday campaign requires understanding your audience, capturing the spirit of the season and staying true to your brand identity.

Here’s how you can channel the magic of the holidays into your next campaign:

Focus on Authenticity: Consumers can spot inauthenticity a mile away. Stay true to your brand values.
Tap Into Nostalgia: Holidays are steeped in tradition—use that to your advantage.
Balance Emotion with Action: Emotional storytelling creates connection, but response marketing drives results.
Leverage Visual Consistency: Iconic campaigns are instantly recognizable.
Embrace Simplicity: Sometimes, the most impactful messages are the simplest.

The holiday season is an unparalleled opportunity for brands to connect with consumers on a deeper level. Whether through the timeless charm of Coca-Cola’s Santa, the humor of M&Ms meeting Santa or the emotional storytelling of John Lewis, these campaigns show that great advertising is about more than selling products—it’s about creating moments and memories.

Ready to make your holiday campaign iconic? Let’s create something magical together.