12 Days of Christmas 2024
The annual 12 Days of Christmas promotion returned this year, bigger and better than ever, with an exciting new twist: Golden Tickets, inspired by Charlie and the Chocolate Factory.
Here’s how it worked: during the promotion, five Golden Tickets were hidden in random orders. Each lucky recipient won an Amazon Echo Show 10 and an exclusive tour of our HQ.
The ever-popular riddles also made a comeback, adding an extra layer of fun and mystery for everyone to enjoy. As a cross-platform campaign, it ensured there was something festive and engaging to discover, whether on our website, social media, or through the materials included with orders.
For the design, I wanted to channel the magic of Charlie and the Chocolate Factory. I drew inspiration from the 2023 film logo but aimed to incorporate even more swirls, evoking images of swirling chocolate vats and colourful, spiral hard-boiled sweets.
When it came to the colour palette, I immediately thought of Wonka’s iconic purple coat. Though there have been many iterations of the brand, purple feels intrinsic to the theme. As a nod to this, I leaned into lush purples while ensuring the visuals maintained their individuality and didn’t feel derivative. Balancing this was essential to create something playful yet respectful of the associations with Cadbury and Wonka.
For typography, I wanted a playful touch befitting the campaign’s sweet theme. The typeface Sisteron stood out with its thick and thin contrasting lines, stylistic serifs, and swirling details that echoed the Wonka aesthetic. For body copy, I opted for the sans-serif font Poppins, chosen for its clean lines, legibility, and broad appeal, making it a perfect complement to the more decorative elements.
Supporting design elements included multi-coloured lights inspired by Quality Street. Initially, their vibrant colours felt too visually dominant, so I neutralised them by using white, which worked beautifully to balance the composition.
Something still felt missing and although the neutral lighting reduced the visual weight it didn’t completely remove it. To compensate for this I opted to give the logo some highlights and lens flare to make it more of a focal point.
With these adjustments, the campaign felt cohesive and engaging, ensuring it stood out across platforms, particularly on social media. While it may have strayed slightly from the traditional Wonka theme, the result was a successful, standalone festive promotion that resonated with audiences and encouraged participation.