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Do the holidays need rebranding? Charlotte ad firm has some ideas

Charlotte advertising firm Luquire George Andrews is offering up humorous ways to rebrand holiday staples such as fruitcake.
Charlotte advertising firm Luquire George Andrews is offering up humorous ways to rebrand holiday staples such as fruitcake. cseward@newsobserver.com

Charlotte advertising agency Luquire George Andrews is having fun with the holidays by suggesting ways to rebrand some of the staples from this time of year.

At the website merrylittlerebrand.com, a faux ad agency outlines ways it’s reinvigorating holiday brands from eggnogg to fruitcake to mistletoe.

In its fruitcake “case study,” for example, the web site suggests a new target market for the holiday dessert everyone loves to hate: hipsters.

“The problem with the holiday fruitcake brand? Bad optics and toxic word of mouth (also sometimes, toxic fruitcake),” the site says. “The solution? Targeting the one audience so willing to embrace awful stuff that it’s singlehandedly sustaining the market for suspenders and single-speed bicycles: hipsters.”

Barry Finkelstein, LGA’s associate director of public relations, said the web site idea came out of the firm’s own holiday rebranding this year.

Instead of sending clients and friends round tins of pistachios as a holiday gift this year, as the firm has done for 32 years, it’s doing something radically different – it’s sending rectangular tins of pistachios.

Check out the video showing the firm’s employees preparing to send out more than 1,000 tins this year.

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