Santa Scores Big in Side Gig As Pitch Person
Dec 27th 2011 6:00PM
Updated Dec 28th 2011 1:54PM
Santa Claus was one busy dude this Christmas. Besides his full-time gig delivering gifts, he had a packed promotional schedule pitching everything from smartphones to pain relievers. His performances brought holiday cheer -- and industry accolades -- to the companies using him to advertise their wares.
Apple (AAPL) put the iconic figure to work in its "Santa Uses Siri" television ad, giving the computer maker top billing in ACE Metrix's ranking of the most effective holiday ads. Other companies featuring the gray-bearded one:
- Coca-Cola (KO), which ranked No. 3 on effectiveness, turned to old St. Nick for its "Santa Shakes A Snow Globe" ads.
- Bayer Healthcare's Aleve commercial, which posted in sixth place, used Santa in its "Get a Pain-Free Holiday" ad. (Apparently even Santa gets a few aches and pains lugging around a bag full of toys.)
- Macy's (M), meanwhile, ranked No. 8 with its Santa ad, and Best Buy (BBY) took 10th place with its snarky "Game On" Santa ad.
"Santa's negotiating power has increased based on the effectiveness of this year's top holiday ads. 'Twas the season of storytelling and Santa as Star," Peter Daboll, Ace Metrix's CEO, said in a statement. "It turns out Santa sells: There were 35 new ads that featured Santa Claus this season, and each one scored higher than the norm."
In addition to Santa and storytelling, other compelling features in ads that ranked among the most effective included philanthropy. But Santa, by and large, was the main connection point that resonated with consumers.
With Christmas now wrapped up, Santa gets to take a break, and so do the creative teams at advertising agencies that pumped out ads for the season.
Motley Fool contributor Dawn Kawamoto owns no stock in the companies mentioned. The Motley Fool owns shares of Coca-Cola, Best Buy, and Apple. Motley Fool newsletter services have recommended buying shares of Coca-Cola and Apple, creating a bull call spread position in Apple, and writing covered calls in Best Buy.