U.K.'s Blockbuster Holiday Ads Spawn Revenue Stream for Retailers
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In U.K. retailer Marks & Spencer’s holiday ad, Paddington Bear saves Christmas when he inadvertently mistakes a burglar for Santa and makes him return all the gifts he has stolen.
It’s the first time Very has created products to go specifically with an ad campaign. “When we came up with the story, the wolf was written into the script,” says Andrew Roscoe, head of brand at Very owner Shop Direct. “We did some neural research on the ad, and the most memorable moments were those with the girl and the wolf. That prompted us to think about creating the wolf as a toy.”
While the aim of the merchandise was not a “massive commercial sales drive,” says Roscoe, sales of the products have surpassed expectations and its supply of plush wolves is likely to run out soon. What’s more, the products may also be driving new customers to the Very site. Roscoe adds: “I’ve seen comments on the TV ad on social media saying, ‘OMG I need one of those wolves, where can I get one?'”
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