Marketing Association Amsterdam

How Marketers Play With Your New Year’s Resolutions

Almost everyone thinks about them when thnew-years-resolutions-204044-530-569_largee end of the year is near and around 80% of the Dutch people truly have them: New Year’s resolutions, in Dutch well-known as the “Goede Voornemens”. It is a phenomenon which has been existing for already 4000 years. It started with the Babylonians who promised their Gods at the beginning of each year to return their rented objects and to refund their debts. Nowadays it’s all about losing weight, going to the gym, eating healthier, and stop smoking – these are the favorite New Year’s resolutions of the Dutch. However, unfortunately only 32% of the Dutch people indeed stick with their good intentions during the year.

From a marketing perspective, companies can play into these good intentions very well. Especially in the sports and nutrition sector, one might say that companies can market their products very well to people’s New Year’s resolutions with their marketing campaigns: Dropping the registration fee for the gym or offering discounts on healthy food to support people in keeping up with their good intentions. However, not only the industries with a direct link to these intentions can build their campaigns around them. In almost every product category, a link can be made to a New Year’s resolution.

For example Red Bull, the best-known sugar containing energy drink worldwide. You wouldn’t say that some people might have an intention to drink more Red Bull in 2016, would you? Still, Red Bull does have a marketing campaign, which is linked to the New Year’s Resolutions of consumers. People can fill in their good intentions on their website in a nice visual format that can be shared via social media, causing a lot of exposure for Red Bull. Here, the product itself is not linked with the intentions, but it’s about the brand that is linked – which might be even more important to reach for a company.

red-bull-screenshot
Source: Screenshot Red Bull

What to do if both, the product as well as the brand, do not have any fit at all with the New Year’s resolutions of consumers? In this case, a company should try to find a link that is somehow related to the product and people’s good intentions. For example, an unhealthy product can focus on the “green” aspects of it by stating that the product is very environmental friendly and that it helps poor farmers to earn more money. A cup of coffee, for instance, is not that healthy when drinking a lot. However, you might help a farmer to live his life more properly by drinking it. Additionally, these green products contain more natural ingredients than non-green ones most of the time, which is also healthier for you as a consumer. This all can relate back to the consumers’ good intentions of buying environmentally friendly products and eating healthier in the new year.

So, even the unhealthiest products can play into the New Year’s resolutions of people, but it has to make sure that there exists a link between either the product or the brand and people’s good intentions.

What are your New Year’s resohappy-new-yearlutions for 2016? Did you already forget about them since New Year’s Day is over now or do you belong to those 32% who will stick with their intentions? Personally, I think we should not care that much about our resolutions as the most important thing for all of us is that 2016 will be the most amazing year ever – with a lot of love, health, and happiness. Happy New Year!

Guest post by Nicoline Russel

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