Inside a marketer's mind

  This year's Coca-Cola Christmas campaign combines continuity with its classic imagery (Santa, red trucks, polar bears) and a strong commitment to artificial intelligence and interactive digital experiences. This makes it a very interesting case study to analyze from the perspective of emotional branding, nostalgia management, and technological innovation applied to Christmas marketing. Campaign context and objectives For nearly a century, Coca-Cola has been associating its brand with Christmas, from Haddon Sundblom's illustrations in the 1930s to the "Holidays Are Coming" ad and the iconic red trucks of 1995, which have become a true ritual marking the start of the holiday season for many consumers. Recent studies show that a significant percentage of the public perceives that "Christmas is beginning" when they see the Coca-Cola ad or truck, demonstrating the extent to which the campaign is integrated into the contemporary festive imagination. In this cont...

  On 21 October , Rosalía didn't release the album LUX : she released anticipation. That day, Madrid became an improvised stage where a surprise live performance on TikTok, a white Nissan Skyline crossing Gran Vía and a spontaneous gathering in Callao generated a perfect storm of attention. The city was bewildered; social media was on fire. That calculated chaos was exactly the plan. Instead of investing millions in traditional campaigns, Rosalía bet on what rules today: conversation. And it worked. When LUX finally hit the platforms on 7 November, the accumulated pressure exploded: 20 million in 24 hours and the biggest Spanish-speaking female debut in history. Forget the textbooks: in this post, we're going to look at why what some call ‘spontaneity’ is, in reality, a surgically designed strategy. And why Rosalía has earned, through her actions, the title of marketing genius. The night Madrid became a stage It all began shortly after 8:45 p.m. Spanish time, demonstrat...

  Cyber Monday: How a One-Day Sale Became a Global E-Commerce Phenomenon Every year, the Monday after Thanksgiving marks one of the most anticipated events in digital retail: Cyber Monday . What began in the mid-2000s as a marketing initiative to push online sales has evolved into a global phenomenon that shapes consumer expectations, retail strategies, and the entire e-commerce ecosystem. As online shopping continues to expand and consumers increasingly rely on digital platforms, Cyber Monday offers a unique lens through which to analyze the evolution of modern commerce and the psychology behind purchasing behaviors in the digital era. 1. The Origins of Cyber Monday The term Cyber Monday was coined in 2005 by the National Retail Federation (NRF), who observed a spike in online shopping the Monday after Thanksgiving. At the time, home internet was limited and consumers typically had faster connections at work. This made Monday the first opportunity for many to shop online afte...

    When we talk about Black Friday, the typical image that comes to mind is queues outside electronics, sports, video game, or beauty stores. But the situation is changing: fashion has gone from being secondary to becoming the star of the show on this day. Clothing, accessories, and the fashion world itself are also joining this campaign with gusto. Why should we look at it from a fashion perspective? Because behind every sale, every discount strategy, every click, there are trends, consumer behaviors, and increasingly relevant issues such as sustainability. Black Friday in fashion is no longer just about “buying cheap”; it's also about knowing how and why we buy. In this article, I'm going to talk about what this big date means for the fashion industry from four points of view: brand-fashion trends for Black Friday (how brands prepare), the rise of online/mobile fashion, the challenge of returns, and the ethical/sustainable dimension that is gaining ground. Based on th...

Black Friday has become one of the most important shopping events in the world. What started as a single day of discounts in the United States is now a global phenomenon that influences businesses, customers and entire markets. For companies, Black Friday is not only about offering big discounts, but it is also a key moment to use analytics, improve marketing strategies and understand customer behavior. In this article, we will explore the history of Black Friday, why it is important for businesses and how data and marketing help companies succeed during this intense shopping season. A Short History of Black Friday Black Friday takes place the day after Thanksgiving in the United States. Traditionally, this day marks the unofficial start of the Christmas shopping season. The name “Black Friday” has several explanations. One popular story says that the term was used by police in Philadelphia in the 1960s to describe the heavy traffic and crowded streets during the shopping rush. Another...