They say trouble never sleeps — but in this case, it’s more fitting to say that the marketer never sleeps. Summer is a time when consumers behave differently. They’re significantly more receptive to product offers. Summer is far from being just a time for lounging on the beach, sipping cocktails, or backyard barbecues. It’s a season of spending. And that’s largely connected to the sunny weather.
The sun affects mood, and mood affects shopping
Almost all of us know that when the sun is shining, our mood naturally improves. The connection between sunlight and spending is not a coincidence, as research has shown. In a study published in the Journal of Retailing and Consumer Services, scientists examined the effect of weather on consumer spending. They found that sunlight reduces negative emotions and leads to higher consumer expenditures. This is likely caused by increased release of serotonin during sunny days. This happiness hormone triggers a desire in us to treat ourselves to something extra. It follows that consumers on sunny days don’t think too much about their purchases and often spend a significant amount on something they perceive as a reward for themselves.
However, summer spending is not just about sunshine: heat also plays a role. According to a study on the impact of high temperatures on impulsive behaviour, published in the Asia Marketing Journal, higher temperatures are strongly associated with impulsive decision-making. Heat essentially acts as a natural means of lowering our inhibitions. When it’s hot outside, people are more inclined to seek immediate gratification of their needs rather than think about the long-term consequences of their purchases.
That’s why optimistic campaigns are so effective—they can create the right atmosphere of light, warmth, and pleasant holiday experiences. Advertisements that successfully capture the summer vibe can engage the target audience, boosting both sales and brand awareness.
Brands can strike different chords. Most often, of course, motifs of the sea and the beach appear, which embody the most authentic summer mood. They reliably evoke the right holiday euphoria in potential customers. That’s why even global giants often turn to summer clichés, such as Pepsico, which added a sunset for greater impact in its campaign “If there’s a beach, there’s Pepsi”.
Source: PepsicoIf you want to get inspired by interesting ads featuring sea and beach themes, don’t miss our article about the wettest water and hottest sand in advertising spots.
Summer is no doubt the domain of brands selling various kinds of refreshments, without which people can’t imagine the typical summer heat, whether they’re experiencing it at home or by the sea. That’s why joyful holidaymakers with chilled cans of lemonade, beer, or ice cream in hand smile at us from TV screens. As part of its campaign for Cornetto ice cream, Unilever focused on youth and spiced up the commercial with the scent of summer love and gatherings.
Video: Cornetto – I'm spending this summer with you
The Czech brand Prima, which, according to this year’s Ad Intel monitoring by Nielsen, invests the most in advertising among all brands in the ice cream segment, relied on the beauty of male bodies in its 2019 commercial for Mrož ice cream. In 2023, it introduced the idea that ice cream brings people together—and it is sticking to this motto this year as well.
How other brands promoting summer refreshments have handled their summer campaigns is covered in more detail in our article about the most sparkling refreshment for the hottest days, while fleeting summer romances are examined more closely in our article focused on romantic love stories in TV advertising.
Summer is also a time for travel. That’s why travel agencies and airlines have been competing since spring with their campaigns evoking the scents of exotic destinations and extraordinary experiences–just like the new Turkish Airlines commercial.
Video: Turkish Airlines – An Aegean Summer
It’s clear from our article about summer campaigns of brands operating in the travel sector that it’s not always necessary to rely solely on beautiful shots of foreign lands. On the contrary, the more original, the better. The ability to stand out in a sea of competitors increases the chances of greater brand awareness.
Since the summer season invites the discovery of new things not only on the map of the world but also in the realm of fashion, it makes sense to combine travel and fashion. This was brilliantly achieved by the British brand Very, which followed up its spring campaign “The Departure” with a new summer campaign called “The Arrival”. The summer campaign, created by The Gate, offers a thirty-second spot featuring the brand’s models landing in Very’s new dream location called “Flamingo Beach.”
Video: Welcome to Haus of Flamingo
Summer fashion experiments present a major opportunity for fashion brands as consumers are especially willing to invest in a new wardrobe during this season. As a result, fashion creators turn to various strategies, whether it’s the classic approach featuring stunning models strutting along the beach, or more original concepts—like the ad released by Dolce & Gabbana in 2020. Our article on summer fashion ads full of romance and flowing skirts describes the interesting approaches of various fashion brands.
Summer is slowly ending, but the work of marketers is not
The end of the summer season doesn’t mean that brands can rest on their laurels. It’s necessary to analyse which topics and products resonated during the summer, as these trends can serve as a basis for future seasonal campaigns and long-term product development. Carefully evaluating both successes and weaknesses enables companies to plan better, target their communication, and be prepared not only for the next summer but also for other key periods throughout the year. Brands that can read consumer behaviour and respond quickly to their expectations have a chance to gain an advantage over the competition—and in today’s fast-paced world, overloaded with options, that really pays off.