ALDI's Christmas Ad Continues Last Year's Story of Kevin the Carrot
Laura McQuarrie — November 14, 2017 — Life-Stages
References: thesun & campaignlive
Last year for the holiday season, ALDI released a festive advert that introduced Kevin the Carrot. This year, the charming vegetable character is back again, starring in the global discount supermarket chain's 2017 Christmas ad. Just like the previous year, Kevin the Carrot is shown making his way across a long dinner table, but this time his journey is for the purpose of meeting a new love interest—Katie the Carrot. Once they are united, Kevin and Katie set off to find Santa on the train, but the video ends on a cliffhanger. Over the course of the holiday season, ALDI will be releasing 14 #KevinAndKatie product-oriented films.
To support its 2017 Christmas advert, ALDI is now selling soft plush toys of Kevin the Carrot and his love interest Katie.
To support its 2017 Christmas advert, ALDI is now selling soft plush toys of Kevin the Carrot and his love interest Katie.
Trend Themes
1. Plush Toy Merchandising - Opportunity for retailers to capitalize on the demand for plush toy merchandise based on popular holiday advertising characters like Kevin the Carrot.
2. Character-driven Marketing - Brands can create engaging and memorable marketing campaigns by developing characters with unique stories and personalities, like Kevin the Carrot.
3. Continuing Storytelling - Building on popular narratives from previous campaigns, such as Kevin and Katie's relationship, allows brands to maintain consumer interest and anticipation year after year.
Industry Implications
1. Retail - The retail industry can take advantage of the demand for merchandise based on popular holiday advertising characters.
2. Marketing - Brands specializing in marketing strategies and campaigns have an opportunity to develop character-driven advertisements and stories.
3. Entertainment - Entertainment companies can explore the potential for expanding popular brand characters into other media formats, such as television shows or movies.
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