Variations

TO: All Employees
FROM: [Name]
SUBJECT: Seasonal Versions of Advertising

We will be producing special "holiday" versions of all current TV and newspaper advertisements.

The "holiday" versions of our commercials and print ads be based on the current executions in terms of strategic platform and key copy communication but will show consumers using our product in winter settings wearing winter clothes while using the product, in houses or offices with holiday decorations in the background. In most cases, we will be able to effect these changes fairly easily and inexpensively be editing (TV) or air-brushing (print) rather than reshooting.

Our standard (non-"holiday") executions will run through November 15, at which time they will be replaced by the "holiday" versions, which will run through December 24. The standard versions will resume airing on January 4.

Please see Irene in the Advertising group if you would like to review copies of the fourth quarter media plans or screen the "holiday" executions.



[BL]* Seasonal variations on existing commercials may be desirable but are not, frankly, often worth the cost or the trouble.
* If you do decide to produce seasonal versions, be clear about which communication elements will change and which will remain untouched.