Syncretism in Advertising
One of the most effective strategies of attracting consumers’ attention is by linking products to a time, day, or specific event. This is called syncretism. Most brands employ this strategy to market their products to their target audiences. A good example of a brand that employed syncretism is Campbell’s Chunky. Most food brands in the United States are among the best brands that employ syncretism to attract consumers. Campbell’s Chunky employed the Chunky Million Meals Challenge which started last fall at the beginning of NFL championships. This indicates that the brand was linking its advertising campaign to a popular sports event. The brand partnered with Target, NFL, CSL Esports, and GENYOUth. It launched an online sports tournament that would help in raising awareness concerning food security for United States children. Campbell paired pro-gamers with pro-athletes and gaming for food.
As an advertiser, I would create using an event like Christmas as an example of syncretism for my brand. I can do this by referencing the Christmas event on my brand’s ads, display’s and signs to make it timely and relevant. First I have to make sure that I have conducted market research before applying syncretism to my brand for advertising. I must understand how the customers are likely to respond to the advertisement. Nonetheless, I need to consider the opinions of customers outside my target market (Kim & Kim, 2018). In my advert I will include a Santa, the snow falling in the city and other Christmas festive elements. I will publish the adverts on different social media platforms and even create posters. While marketing my brand, it is critical to understand the feelings of people concerning Christmas before using the images. It would be effective for me to be time-sensitive and approach the consumers in a way that elevates my brand.
An example where technology created a mega-example of syncretism is the case of social media and Valentine’s Day. Valentine’s Day is usually marked on the 14th of February every year. Social media disrupted valentines by enabling different brands to advertise and provide offers for couples celebrating this day around the world. Different campaigns were raised on activities that people can participate in on that particular day. Dinner reservations and romantic getaways offered by different brands were published on every social media platform. Thus social media created a mega syncretism example.
Reference
Kim, M. S., & Kim, J. (2018). Linking marketing mix elements to passion-driven behavior toward a brand: Evidence from the foodservice industry. International Journal of Contemporary Hospitality Management 30(10). ISSN: 0959-6119
