Sleigh bells ring, are you listening? Because Ghirardelli sure is! No one knows how to deliver holiday cheer quite like them. To mark the 20th anniversary of their beloved Peppermint Bark, the iconic chocolatier kicked off the season with a larger-than-life celebration in New York City that had locals and tourists alike singing, smiling, and of course, snacking on some of the finest chocolate around. On December 4th, National Peppermint Bark Day, Ghirardelli gave thousands of holiday revelers a delightful surprise right outside the Shops at the Oculus in Lower Manhattan. With the magic of the season in the air, the company unwrapped a colossal mystery gift box that had people wondering what was inside. You could feel the excitement in the air, but little did they know, the true surprise was only just beginning. Shall we find out more?
A caroling surprise!
This might just be the coolest Holiday Ad we’ve seen so far this season:
Imagine you’re walking down the streets of Downtown NYC and you see a ginormous gift box right outside the Shops at the Oculus. You gotta stop and see what’s about. As people gathered around the giant wrapped gift, a festive transformation began. A guitarist, a violinist, a brass band, and a choir of carolers began playing and singing the beloved holiday classic “Deck the Halls.” What was initially a small gathering quickly turned into a spontaneous caroling celebration, with dozens of strangers coming together to sing and share in the joyous spirit. The holiday cheer was contagious, and the crowd grew bigger by the minute. But that wasn’t all. As the song reached its crescendo and the festive energy in the crowd reached a fever pitch, something magical happened: the oversized gift box began to open. What did it reveal? More than 30,000 free squares of Ghirardelli Peppermint Bark, of course! Each square, individually wrapped and irresistibly delicious, was handed out to attendees, all while the crowd cheered and the holiday spirit soared to new heights. NYC’s niche game is always setting the trend!
“Everyone at Ghirardelli felt that we could all stand to be reminded of the power the season has to unite us and that you can never have too much holiday spirit,” said Bobby Oliver, VP of Marketing at Ghirardelli. “The holidays can always use more Peppermint Bark, and since this year marks the 20th anniversary of our beloved confection, we saw an opportunity to bring the joy of our chocolate to life in an unexpected and meaningful way.”
A gift for all, near and far
Not everyone could be in New York to witness the spectacle firsthand, but Ghirardelli wasn’t about to leave anyone out of the fun. For fans across the country who couldn’t join in the festivities, Ghirardelli offered a special opportunity to take part in the celebration from home. By sharing the video of the big reveal on Instagram with the hashtag #PeppermintBarkSeason, fans could not only spread the holiday cheer but also earn a 10% discount on Ghirardelli.com. Even better, each share entered participants into a raffle for a chance to win a custom Peppermint Bark-inspired box of goodies. Talk about a sweet deal!
Immersive Marketing for the win!
Brands are increasingly seeking new, interactive, and immersive ways to connect with consumers as traditional marketing methods become less effective in a crowded, digital world. From experiential events like Ghirardelli’s caroling surprise in New York to augmented reality campaigns and virtual brand experiences, marketers are turning to creativity and technology to engage consumers on a deeper level. These experiences not only capture attention but also create lasting emotional connections by inviting consumers to actively participate in the brand story. By blending entertainment, interactivity, and personalization, brands are able to forge stronger relationships, generate buzz, and build a sense of community, ultimately driving loyalty and advocacy in a way that static ads and simple promotions can’t match. As consumers crave more authentic, memorable encounters, the shift toward immersive marketing is poised to redefine how brands engage with their audiences. Remember that one WestJet ad where people told Santa what they wanted for Christmas and the passengers actually got those gifted by the company when they arrived at their destination? Or Coca-Cola’s Share a White Christmas campaign where people from very cold places in the world sent Snow Magic to those who celebrate it as a summer holiday? Experiences like these are the type of ads that stick with consumers long after the campaign ends.
Wanna know more? Talk to our team!
