A Brand New Year.
It’s that time of the year again…the New Year. The holidays are over and reality sets in that maybe you ate a couple thousand calories too many or spent a little bit too much money on gifts. People want to start over again and resolve to do better. With the new year comes New Year’s resolutions. Three of the top resolutions that people make each year are losing weight, making better dietary choices, and getting out of debt and/or saving money. Every year, brands plan to come up with unique ways to capture the attention of consumers and help them meet their new year goals. In order to cash in, advertisers need to get creative with carefully crafted messages and campaigns developed to entice new customers and keep them coming back.
Here are a few examples of brands doing New Year’s resolution campaigns right:
On Christmas Eve, Weight Watchers debuted a commercial with Oprah Winfrey, the new face of the weight-loss company. The minute long commercial features a mix of clichés coupled with Oprah’s reference to her own personal battles with weight loss. The ad concludes with her asking her viewers if they’re ready to join her and she encourages everyone by saying, “Let’s do this together.”
Anyone who knows a thing about Oprah should know that whatever she touches turns to gold. Weight Watchers stock has more than tripled since October, when Winfrey bought a 10 percent stake in the New York company. Besides the new ads, Weight Watchers has also made changes to its plans to better fit in with Winfrey’s message of living a healthy and happier life, and not just focusing on weight loss.
Mint.com, a popular personal finance platform, has decided to take an inspirational approach in their New Year social media campaign. The company posted “Dreams are resolutions; you don’t quit in February” on both their Facebook and Twitter pages just a few days before the new year.
Mint pulls all of your personal financial information into one place, such as accounts, cards, and bills. The platform allows you to create budgets and you can set up more than 20 types of alerts that will remind you to pay a bill or warn you if you’re close to going over-budget.
While their New Year message is simple, the motivational approach is one example of a brand centering their campaign around people’s desire to be better not just in January but beyond.
When you think of Applebee’s, healthy food probably isn’t the first thing that comes to mind. However, for 2016, they have rolled out a new campaign with the hashtag #BetterForYou. This campaign features entrees for under 650 calories that are also reasonably priced – a double-win for consumers who want to both lose weight and tighten up their spending.
So while a lot of companies expect their numbers to trend down after the holidays, certain brands and industries are finding ways to capitalize on popular New Year’s resolutions. We look at the New Year as a time to press reset, and the aforementioned brands are just some of the many that are hoping to tap into our natural desire to better ourselves year over year.