| Thankful Holiday Commercial Falls Short |
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By: Cindy Wendland |
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 This time of year we get nostalgic. For some of us, we bring out our ornaments and decorate our trees. We use special candleholders and dinnerware that have been passed down through the generations. We remember special gifts used each year in our celebrations. Companies use this time of year to build goodwill and thank customers. SC Johnson is doing that through a commercial called “Through the Years: A Thanksgiving Love Story."
The Thanksgiving Love Story shows a couple celebrating the holidays with special candles. The scenes change and the couple has aged, the family has expanded, but the candles remain. The family goes through decades of growth and with their growth they use more products by SC Johnson. The message is “This holiday we wish to give thanks for allowing our family of products to be part of your family for five generations.”
There are some companies that have been around for years and years and are a part of our lives. We have come to rely on them in big or small ways. Perhaps cynicism has crept in, but this commercial didn’t create a warm, fuzzy feeling. It just seemed like another company sending out the typical holiday thank-you message. It is harder to be unique and stand out in consumers’ minds. It was thoughtful to say thank you, but it fell short in being memorable.
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Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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