Product category:
Design services
News Release from: Groom Associates
Edited by the Marketingservicestalk Editorial
Team on 07 December 2007
Santa Claus of North Pole relaunches
brand
The repositioning will see Santa introducing a website, welovesanta.org, and sustainability initiatives to his Christmas experience.
The relaunch is due to what his analyst perceived as "diminishing relevance" to his target audiences and increasing competition A PR Fairy for Santa Claus said "Our data was pointing towards all sorts of future challenges for the Santa brand
"The environmental and broader sustainability issues are beginning to creep up on us and China is producing so much for so little, that the kids are just getting harder to excite - this has been a steady escalation.
"There was a time when a tangerine and a spinning top were bringing smiles to kids faces, now they get "better" than that in Christmas Crackers or even with a takeaway meal.
"The competition is also getting stronger - who would have thought 30 years ago, Santa would be competing with a holiday where kids dressed to scare people and their neighbours gave sweets and treats in order to avoid being persecuted by the neighbourhood's youth - where is the magic in that?" Groom Associates is the Leeds-based brand and design consultancy that helped Santa with his brand positioning and customer experience.
The work was won in the spring of this year in a three-way global pitch for an undisclosed budget.
Richard Groom of Groom Associates said: "We have really enjoyed working with Santa and his team and after we got over the initial excitement of working in a grotto in the heart of the North Pole, we got down to the business of understanding how to help Santa rekindle his old magic.
"We've obviously had to sign a non-disclosure agreement, however, what I can say is the new progressive Santa Claus experience will bring joy to the hearts of kids across the globe and have Santa exceeding his targets on the Magic-O-Meter".
The programme entailed research, development and execution, which had employee engagement and digital design at the top of the agenda.
Groom is based in Leeds with an office opening in London in 2008.
It works with some of the world's leading brands both in the UK and overseas.
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