April 11th, 2012
Brands Cheer Their Virtues With Anniversary Candles
By Stuart Elliott
The New York Times
IF Madison Avenue had its own hit parade or Hot 100, “The Anniversary Waltz” might be the top song of 2012.
Multiple brands are celebrating anniversaries this year with ads online and in social media like blogs, Facebook and Twitter as well as campaigns in traditional media like television, print and outdoor. The glances backward also include giveaways, events, sweepstakes, commemorative packaging, promotions and retail elements like signs in stores.
So numerous are the anniversaries, they are beginning to bunch up. For instance, this week the Motel 6 lodging chain observes its 50th with a campaign that includes an eye-catching television commercial, and the Life Savers candy brand is to host an event at its plant in Chattanooga, Tenn., to commemorate its centennial.