Bonfire Night: Lighting up Businesses

In a British tradition that dates back more than 400 years, you probably wrapped up warm and watched fireworks soar into the sky this past weekend to celebrate bonfire night. Bonfire night, otherwise known as Guy Fawkes Night, allows us Brits to take part in celebrating the fact that King James the first survived the planted explosives that Guy Fawkes was caught guarding under the House of Lords 1605.

However, over the past years Bonfire night has lost its true meaning and companies have begun to use it as a marketing opportunity to advertise and sell products. Bonfire night offers a middle ground opportunity for many businesses as part of their marketing campaign, especially considering it’s too early to start Christmas advertising.

According to the BBC, it started in 1910 when firework manufactures started branding the occasion as ‘Fireworks Night’ to cash in on the act. It saw their sales increase by 20% year on year. In recent years, businesses such as New balance and Weetabix have also tried to use bonfire night for profitable gain.

New balance sent out a poster of a late-night jogger wearing glow in the dark clothing as part of their email marketing campaign. Highlighting the importance of making sure you’re visible whilst keeping fit at the darker times of year. Businesses also use this time of the year as an excuse to offer deals.

Weetabix made food into art by creating a firework picture out of fruits, using a plate and Weetabix as a canvas. This is a very creative piece of marketing and looks tasty too.

Other national events and holidays such as, Easter and valentine’s day are also used as a marketing strategy to gain profit for many businesses. Easter was traditionally about celebrating the resurrection of Jesus, but now supermarkets use Easter as a way to get consumers to stuff their faces with chocolate. Easter is also an effective marketing strategy for many businesses. A great example of this would be McDonalds, they used an image of a Big Mac creatively presented in the shape of an egg. Marketing strategies like this are also common on Valentine’s day, with businesses often offering deals or including things that symbolise it in their ad’s, such as hearts or flowers.