I haven’t seen any other posts or op-eds about this issue. But maybe that makes me a ground-breaker. Nevertheless… I feel it’s time to address the explosion of Advent Calendars on the retail market, promoting just about every imaginable product and service…
The Burger King 2025 Advent Calendar: A drawer too far?
What’s an Advent Calendar?
For those unfamiliar with the concept, the Advent calendar is a Protestant Christian custom. It was originally intended as a means of teaching the ‘Christmas Story’ to church members, particularly children.
The name comes from the German Adventskalender, referring to a poster or diorama first introduced by the Lutherans to count the days of Advent in anticipation of Christmas. Since the Millennium, the popular version has standardized on the first 24 days of December, culminating in Christmas Eve. The Advent calendar’s function is not unlike that of the Jewish Menorah, the nine-branched candelabrum lit during the eight-day Jewish holiday of Hanukkah.
According to Wikipedia, “Traditional Advent calendars feature the manger scene, Saint Nicholas and winter weather.” Each day has a ‘door’ that opens to reveal a devotional message or the image of a sacred symbol. Dioramas often feature a niche for each day, which can contain a small object, or a children’s treat.
Now-a-days, the ‘theme’ of an Advent calendar may range from sports to technology. But more often than not, commercial versions are brand-related, and created as products in and of themselves, to promote companies and their brands.
Early misgivings…
I had my first misgivings about brand-associated Advent Calendars several years ago, when a booze company (can’t remember which) offered a Yuletide promotion using the advent Calendar concept to hype its labels… The ‘gift box’ presentation set special edition mini-bottles of its ‘finest’ products in a satin-lined nest.
The price was stratospheric. But the novelty appeal was undeniable. And the association with the Christian Holiday story tastefully woven in, by associating the products with the Gifts the Three Wise Men brought baby Jesus.
That initial promo was tastefully executed. And apparently very successful with the ‘right’ kind of consumers.
An Advent explosion!
But, like most really good ideas, the inevitable copy-cats dove on branded Advent calendars as grist for their smarmy mills.
It started off innocently enough… Perfume and cosmetic brands got into the act. Around the same time, high-end confectioners started offering selections of their ‘exquisite’ products.
Over the past decade or so, however, the idea of the Advent Calendar as a seasonal promotion tool has become pretty much universal. Food-related outfits in particular have latched onto the concept. You can now choose from Lego– to Burger King-themed versions.
My take
The concept of the Advent calendar has drifted – or been pushed- about as far from it’s original intentions as one could imagine. And I wonder if it isn’t time to consign the advent calendar, as a promotional tool, to the advertising ‘museum’? Maybe, as befits its service to the cause, the Mad Men’s Hall of Fame?
My motivation to offer you this post?
I’m not a devout follower of any religion. Though, I was raised in the Christian Protestant tradition. And I have lived my life as closely as I could manage to Christian morals and ethics.
What moved me to offer this post was the inordinate amount of time and I recently put into thinking about the issue. Just as a disclaimer of sorts, I did not come to cogitate on the subject spontaneous-ly. A Jewish friend of more than 40 years asked me about the Advent calendar, was curious about it. In fact, it was Joel who drew the parallel with the Menorah…
“You’d never see the ad industry using the Menorah like it does the Advent calendar,” he observed. “It would be pure brand suicide for any company that tried it. There’d be hell to pay!”
Be that as it may…
My questions to you:
Are you a follower of a religion that uses the Advent calendar? If so…
Does its use as a marketing and promotional tool bother or concern you in any way? If so…
Does it bother you enough that you would – say – sign a petition asking the advertising industry to stop using it in non-religious contexts?
Muse on that…
~ Maggie J.