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Marketing Minute
Biscoff's Festive Biscuits Top System1's Christmas Innovation Rankings
Four of the top five festive launches score 5 Stars or above, and the winning formula is clear: take something people already love and give it a Christmas twist.
5 hours ago2 min read
Small Business Saturday Makes Its Case With a First-Ever Festive Ad
Small Business Saturday has released its first-ever festive advert ahead of 5 December — and the way it is marketed holds a lesson for every independent it is trying to help.
1 day ago3 min read
Sephora Turns Seth Rogen Into 'Sethphora' to Win Over the People Who Dread the Beauty Aisle
Sephora's holiday campaign casts Seth Rogen as a baffled-but-game shopper to reach beauty's hardest audience: confused gift-givers and first-timers. It is a positioning move dressed as a gag.
Nov 32 min read
Aldi Hides Kevin the Carrot's Dog to Launch Christmas — a Masterclass in Owned Characters
Aldi opened its 2026 Christmas campaign not with a product but with a cliffhanger: Kevin the Carrot's dog has gone missing. Here is why recurring characters are the smartest owned media in advertising.
Nov 32 min read
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