Float: Energizer Bunny
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Most of us remember the Energizer Bunny television advertisements that started in the late 80s. The bunny, wearing oversized sunglasses and flip flops “interrupted” our commercials in all of its bunny glory. What started as a parody of Duracell’s commercials developed into Energizer’s own breakthrough campaign. The storyline was easily incorporated into other advertisements and the Bunny endured for years to come. It has consistently symbolized the idea of perseverance and endurance, ironically describing both the product (long –lasting batteries) and the brand strategy itself. By the 90s, the Energizer Bunny became recognized as a national symbol. Today, this marketing icon is known as one of the top signature characters of the 20th century.
Not surprisingly, the Bunny was introduced to the renowned Macy’s Day parade in 2006. For its third parade appearance in 2008, with Macy’s permission, Energizer celebrated the Bunny’s 20th birthday by bringing the commercial to life. What is now known as the “Great Escape” involved pre-meditated police involvement for a surprise at the end of the parade route. As the rest of the precession turned north onto Seventh Avenue, the Energizer Bunny continued its way down 34th Street and kept “going…going…and…going”. Attendees were very entertained and the campaign as a whole has continued to translate well to the nature of the brand. Watch the Bunny’s Thanksgiving Day Parade video here.
By: Ashley Popham
Macy's Thanksgiving Day Parade
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What better way to generate brand loyalty than by hosting one of the biggest annual events of the year? As the longest running show on Broadway, Macy’s Thanksgiving Day Parade has become a brand itself since its inception in 1924. It was created to stimulate the economy by lengthening the holiday shopping and is now internationally recognized as the official start date of the holiday season. The compelling event includes three hours filled of balloons, floats, live music and other performances. Each year, an estimated three million people attend and more than 44 million people watch the parade on television.
Macy’s celebrated its 150th birthday last year. Their annual Thanksgiving parade has become a long term corporate promotion that has likely given the brand its long standing national recognition – and probably saved it today from the fate of dozens of other retail stores.
In the following days, brand salsa will feature several of the balloons and floats that have made the event special over the last eighty years. Floats of many different themes have made the march through the streets of Manhattan. Some are tradition, while others change every year, successfully promoting their brand identity.
By: Ashley Popham