Christmas is well and truly on the way at retail, says Start Licensing’s Ian Downes.
The Holidays are coming for sure now: how do we know? Well, Coca-Cola’s Christmas T Shirts are in store – that’s always a sure sign we are in the Christmas selling season.
There is a lot to admire about Coca-Cola’s licensing programme. Through using classic, vintage and retro design work they have created a lifestyle brand trading on Americana and nostalgia especially at Christmas.
This all flows back into the brand advertising campaign with the Coca-Cola TV commercial being one that is always eagerly awaited.
The Coca-Cola truck as an advertising icon first appeared in 1995. There is also a ‘real’ Coca-Cola truck which visits and tours UK cities to help us ‘celebrate’ the Holidays. I guess this is a good example of joined up thinking and licensing being integrated into the overall marketing process – brand owners seem to be increasingly aware that a well managed licensing programme can enhance their brand marketing activities.
A key to success here is good communication – licensing needs to be included in the circle of trust.
Coca-Cola’s t-shirts remain popular because they are built on a solid history but also as touched on last week there is an investment in design and a focus on when that design will be used. They also tie in with the advertising and PR themes of the brand.
A further example of a brand owner investing in bespoke seasonal design I spotted was a Minions t-shirt that featured the characters in Christmas poses – artwork had been developed specifically to achieve Christmas listings.
It was also interesting to see Will Ferrell’s Elf appearing on t-shirts in Sainsbury’s – part of a drive to turn this into a Christmas tradition but also a way of helping to promote the recently opened Elf Musical. Joined up thinking.
Interestingly the ‘real’ Elf appeared alongside a ‘generic’ Elf T Shirt – a clear demonstration of how tough it is sometimes to build a brand in the market particularly if the starting point for a property is a traditional icon or character. Will Ferrell’s Elf has potential to grow, but will probably need further investment in design and consumer PR to help it ‘own’ some shELF space – in this respect Coca-Cola is a great model to follow.
In the children’s space a brand I consult on The Snowman & The Snowdog has managed to establish itself above the generic by investing in and refreshing design, pushing for top quality products and introducing innovative partnerships on a regular basis. On the apparel side The Snowman & The Snowdog product in Sainsbury’s at the moment works well from a design point of view with a full colour print, but also the choice of fabric suits the property well – it is soft and gentle. The product literally has a classic traditional feel. Values the property has in abundance.
The Snowman & The Snowdog have also linked with Biscuiteers to create a seasonal biscuit range that was launched this week. Biscuiteers have developed a range that is true to the licence, but they have also presented it in a really effective way on their website with a great opening offer, high quality photography and a good mix of products including souvenir tins. Perfect for a family Christmas and creating a ‘new’ tradition. Biscuiteers won a Licensing Award in 2014 and having seen the Snowman range it is easy to see why – their product is above the average for sure.
I have also been really impressed by the commitment from Mothercare to licensing in the specific area of Babygros and Babywear. We have played a part in this development with Dennis the Menace and Bananaman sets. The sets compromising sleepsuits, babygros and bibs. Other featured characters include Wonder Woman, the Turtles and Star Wars. I think Mothercare have recognised they can develop ranges with very original designs which create interest in store whilst being on trend designwise. They have looked to see how licensing can enhance and build on a trend. They have also created products that parents and the wider family circle will see as perfect gifts. The choice of characters resonates with the purchaser tapping into some childhood nostalgia with the chance to pass on some of the ‘love’ as a gift, but also allowing their consumers to buy good quality product with original design at a good price point.
Sometimes licences can be overexposed in a category with designs repeated across the market so a commitment to ‘exclusive’ design can redress this balance and it allows a retailer to deliver a clear point of difference in the market. I think Mothercare have accomplished this very successfully with this initiative.
Ian Downes runs Start Licensing, an independent brand licensing agency. His Twitter handle is @startlicensing – he would welcome your suggestions for what to look out for.
