Christmas marketing. It’s a load of ol’ puns, right?
As soon as bonfire night is over, the Christmas marketing onslaught begins.
There’s the John Lewis Christmas ad countdown. The ALDI, Kevin the Carrot ad countdown. The M&S Christmas ad countdown.
And, for fans, normal Channel 4 Countdown is on too (the only countdown that matters, to be honest).
Then there are the puns.
You know the ones.
Christmas puns all crapped up.
There are a lot of puns which need putting to bed, and one of the main culprits is:
“Christmas all wrapped up.”
It’s misused every year.
Now, I’m not here to bad-mouth businesses or writers who end up having to use this slogan, we’ve all used puns which make no sense, but to show you how to misuse the above pun, I give you:
So, what’s wrong with this piece of Christmas marketing?
Well, to start, it’s a radio station giving away daily prizes.
Admirable, but it’s not got anything to do with wrapping. There’s no mention they’ll be pre-wrapped on the competition page.
You could run a similar giveaway in April and it would be the same, so the pun doesn’t work.
It’s a way to tie it into Christmas without it actually meaning anything.
Can you use “Christmas all wrapped up” correctly?
If you sell:
- Wrapping paper
- Pre-wrapped gifts
- Warm winter jumpers, coats and scarves
- Edible wraps with festive fillings
the pun works.
Okay, maybe the play on wrapping up in clothing is more tenuous, but you can *just* about get away with it.
However, if you’re selling a new range of tyres in December, then plonking “Christmas all wrapped up” on the end adds nothing and looks tired and lazy.
Christmas marketing done right.
We all have our own thoughts on a good pun or play on words.
However, one advert I’ve always liked is this one by Pringles:
Okay, I know, Pringles don’t sell bells (but if there’s a business called Pringles who sell bells, they’re onto a winner), I like it because it’s a play on ‘Jingle Bells’ and it’s not an obscure Christmas reference.
You know what they’ve done, and you remember it.
Now, replace “Pringle Bells, Pringle Bells” with “Christmas all wrapped up“.
It becomes instantly forgettable – as they’ve got nothing to do with wraps, wrapping or wrapping up warm, nor is it remotely a Christmassy play on their name or product.
Make your pun fun.
If you sell:
- Wine – “It’s the most wine-derful time of the year.”
- Snow boots/Dog clothing – “Best in snow.”
- Razors – “Christmas, with all the trimmings.”
- Leaf blowers – “Let it blow, let it blow, let it blow.”
Your Christmas marketing is about having a bit of fun, so if you’re keen to get in on the pun game this year, don’t worry what people think, puns make you memorable – just make sure the one you pick works.
Whatever you choose, make sure it’s a cracker.
Until next time,
PS. If you’ve got other things to do other than thinking up puns, but want to change your business message to match the season, get in touch and let’s have a chat.