Why marketers might be missing out banking only on big festive moments

The festive season is already in full swing with brands such as Coca-Cola, Starbucks, McDonald's, Lalamove, and Astro, just to name a few, all unveiling their Chinese New Year campaigns in recent weeks, a flurry of activity that mirrored the Christmas surge in brand marketing. 

Globally, advertising spend is on track to pass US$1 trillion for the first time in 2026, according to Dentsu’s December 2025 Global Ad Spend Forecast, with a projected 5.1% rise outpacing the global economy’s expected 3.1% growth, a reflection of how marketers continue to invest heavily in campaigns despite ongoing macroeconomic uncertainty.

In Singapore, shopper behaviour also reflects the commercial weight of festive periods. Research shows that 43% of Singaporeans are more likely to purchase certain products, such as soft drinks, during the Lunar New Year period, with online advertising influencing 77% of consumers’ holiday shopping decisions and many planning purchases well ahead of peak dates.

Yet, running campaigns during quieter festive periods could help brands cut through the clutter. So why do brands continue to cluster around the busier seasons?

Industry players MARKETING-INTERACTIVE spoke to say this clustering around major festivals is no accident. Jayss Rajoo, director of marketing at Pizza Hut Singapore, described it as “part comfort, part muscle memory,” with big seasons offering predictable planning and measurable results. She added: 

It’s safe, it’s convenient, it looks good in PowerPoint.

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Nonetheless, all of the marketers we spoke to agree that the quieter moments in daily life offer opportunities for engagement that go beyond festive peaks. In fact, Rajoo pointed to payday dinners, rainy-day comfort food, or post-exam pizza parties as examples of micro-moments where brands can connect. “Every. Single. Day... That’s where connection lives," she added.

Meanwhile, brands such as Julie’s focuses on human storytelling that resonates across cultural lines.

Tzy Horng Sai, director of Julie’s Biscuits, described these major festivals as “safe zones”, reliable spikes in attention and purchase intent. But he noted this focus on scale can come at the expense of depth, leaving smaller yet meaningful occasions largely underexplored. For example, this year, the brand's Deepavali short film The Duel explored awkward family dynamics rather than spectacle, creating resonance that extends beyond the festival itself. Sai added: 

The goal isn’t to occupy the festive calendar, but to live within people’s emotional calendars.

Marketers must also embrace a layered approach, explained Linda Hassan, former group chief marketing officer at Domino’s Pizza Malaysia and Singapore. She said combining headline campaigns at peaks with steady, lower-cost touchpoints year-round would give the best bang for the buck. This includes social series, newsletters, evergreen videos, and loyalty activations, all designed to maintain relevance and build brand equity between major campaigns.

She explained that ultimately, markets with strong cultural observances attract heavier investment because consumers are more inclined to buy, give gifts, or celebrate during these periods. Practical drivers such as historical sales data, retail calendars, and media-buy efficiencies also shape decisions.

Representation isn't a festival prop 

Cultural representation is another key consideration for marketers. Rajoo warned that representation shouldn’t be treated as a festival prop. “If your ‘diversity’ only appears during Lunar New Year or Deepavali, you’re not being inclusive, you’re being seasonal,” she said.

For Rajoo, achieving authentic representation means embedding diverse perspectives into team rooms, brainstorms, and briefs so that inclusion happens naturally rather than as an afterthought. When a team reflects the audience, cultural authenticity shows up effortlessly in campaigns, as she noted: 

The best brands treat representation like seasoning, it should flavour everything, not just garnish the dish.

Sai highlighted the importance of grounding campaigns in human stories that resonate across cultures. Julie’s short films, such as The Duel, focus on awkward family dynamics rather than spectacle, while campaigns such as Kisah Raya P.E.R.I.T. and The Worst Feng Shui Master explore single parenthood or hope after lockdown.

“Every culture holds a mirror to human behaviour,” he said. “When we treat these stories with sincerity and respect, they begin to speak beyond their own boundaries. This isn’t a once-a-year exercise; it’s an ongoing dialogue with the people we serve.”

For the experts, the takeaway is consistent: Thoughtful representation is a continuous effort. It’s not about checking boxes during high-profile festivals, but integrating authenticity and cultural nuance into the brand’s everyday voice and storytelling.

Rethinking the marketing calendar

Looking ahead to 2026, experts suggest that brands could benefit from a more balanced and layered approach to campaign planning. Rajoo likened it to a Spotify playlist, “Bangers for the big moments, mood tracks that keep the rhythm, and those deep emotional cuts you replay when no one’s watching.”

For her, the key is consistency. “Festive spikes create attention, but everyday stories create affection. The real win is in staying in tune, not just when the lights are on, but when no one’s watching. Great brands don’t wait for the next chorus — they keep the track alive, remix it, and stay on people’s playlists all year," she added. 

Sai offered a similar perspective, comparing the approach to a symphony. “Festive moments serve as powerful crescendos, but the melody plays all year,” he said. He emphasised emotional resonance over spectacle, pointing to campaigns such as The Duel. 

Hassan outlined a practical framework for balancing peak campaigns with ongoing engagement, recommending a three-layered calendar.

“Start with strategic peaks for major campaigns tied to festivals or product launches, amplified with media and experiential elements. Layer that with a steady foundation of year-round storytelling and purpose-led content, product education, community initiatives," she said.

Finally, brands must insert short bursts for smaller cultural or interest-driven moments, such as Mother’s Day or Valentine’s, delivered through low-cost, high-frequency formats that give people reasons to engage.

At the end of the day, brands may have mastered the fireworks moments, but they must remember that it is the quieter moments, when consumers are living their everyday lives, that holds the key to consistent engagement and long-term relevance.

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