The story of a beautiful girl with skin as white as snow, hair as black as ebony, and lips as red as blood, which people passed down through generations, was recorded by the Brothers Grimm in 1812. It appeared in their collection of children’s fairy tales. However, the original version was much harsher. Over time, the Brothers Grimm revised the fairy tale several times, softening the language and altering some elements. The final version of the story, as we know it today, dates from 1857. The version popularised by the Brothers Grimm was not the only one of this fairy tale, but it is among the most well-known.
In 1937, Snow White became the queen of the silver screen when Disney Studios released the full-length animated film Snow White and the Seven Dwarfs. It was not the studio’s first major success. Walt and Roy Disney had already received great public acclaim in 1928 thanks to the animated film Steamboat Willie featuring Mickey Mouse. However, with Snow White, they firmly established their position, and today, The Walt Disney Studios is one of the largest media conglomerates in the world.
Main themes of the story
Fairy tales convey traditions and moral values and are an important part of our lives and cultural identity. As such, they have great power to create an emotional connection with audiences. Distinctive characters also allow brand values to be linked with the personalities of fairy-tale figures. Snow White symbolises beauty and charm, but also rebirth and hope. The dwarfs evoke hard work, collective strength, protection, and loyalty. And, of course, there is love, which triumphs over evil. Add to that the catchy melody of the song sung by the dwarfs and you have the perfect source of inspiration.
The dwarfs sang Hello instead of heigh ho
In 1999, Snow White made Hello juices famous. Or was it the juices that made Snow White famous? The brand cleverly used a catchy melody with a humorous word swap: “Heigh ho, it’s home from work we go” became “Hello, it’s home from work we go.” The TV version of the Snow White-themed ad, which aired in December 1999, was accompanied by a contest to collect and send in the package’s tabs. It seems unbelievable, but nearly 300,000 letters arrived containing 1.5 million cut-off pieces. An enormous success that, unfortunately, can no longer be repeated in today’s digital age. Who would send letters nowadays?
Video: Hello juice and the seven dwarfs
Moms of little Snow Whites can’t do without Persil
In 2004, the laundry detergent manufacturer bet on a little Snow White preparing a “treat” for the seven dwarfs, who are about to return home soon. Naturally, chocolate, ketchup, and other ingredients are everywhere after the “cooking”. Luckily, there’s Persil!
Video: Persil – little Snow White
Wonderful Halos offers mandarins instead of poisoned apples
Wonderful Halos, the brand specialised in selling mandarins, brought back the “Good Choice, Kid” campaign in 2017 and released four ads. Among them was one where a witch offers the princess a poisoned apple. But the little princess stays calm. Instead of the apple, she chooses a Wonderful Halos mandarin.
Video: Wonderful Halos – Apples and Oranges
Geico is more interesting than a prince
In 2023, the car insurance brand Geico scored big with a Snow White-themed ad. Snow White simply isn’t interested in the prince...
Video: Geico – Snow White
And because marketers know that missing the opportunity would be a crime, a few brands also jumped on the wave of the new Snow White adaptation that had just been released in theatres.
Miracle-Gro shows the magic of gardening
Among those who took advantage of the new Snow White is the brand Miracle-Gro, one of the leading suppliers of gardening products, which became a sponsor of the remake. The advertisement is inspired by the original film song “Good Things Grow” and the amazing, magical gardens that serve as the backdrop throughout the movie, showcasing the magic that can be found when something is grown in the garden.
Video: Miracle-Gro – Show White
The advertisement ran not only on television but also on social media, encouraging people to grow their own magical garden. “In this timeless fairy tale, Snow White finds comfort in the beauty and mystical qualities of the enchanted forest and gardens, so the partnership with the film is a natural fit for Miracle-Gro,” said Sadie Oldham, Vice President and General Manager of Miracle-Gro’s garden division. “We are here to help gardeners – both experienced and beginners – bring their own magical gardens to life.”
With Allegra, you can stop being Sneezy
The opportunity was eagerly seized by Opella with its “You Can Stop Being Sneezy” campaign for the Allegra medication. The promotion, targeting adults, was launched in 15 markets worldwide. The overarching idea of the campaign is that with Allegra, you don’t have to sneeze or feel drowsy. This concept highlights the brand’s main advantage – fast allergy relief without drowsiness. The advertisement featured the iconic song “Heigh Ho” and incorporated relevant motifs from the new film. Alberto Hernandez, Director of Development at Opella, said: „This one of a kind collaboration allows us to meet consumers where they are in a genuine and engaging way. Allergy relief should be simple, and through this effort, we are making it easier for people to recognise their symptoms and find a “no-brainer” solution. By integrating Allegra within a cultural moment as significant as the launch of Disney’s Snow White, we are reinforcing our commitment to innovative and consumer-centric self-care. This is our formula for building brands that consumers want, trust, and love- because with Allegra, it’s always a case of happily ever after.“
Video: Allegra – Snow White
It still works
Advertisements inspired by film adaptations of Snow White prove that a story over two centuries old can still be an inexhaustible source of symbolism, emotion, and inspiration. It contains archetypes that easily translate into advertising messages: purity, innocence, evil, transformation, loyalty, and the triumph of good. The motif of the poisoned apple allows for playing with tension, temptation, and the consequences of choice. Snow White in advertising brings more than just a product. She brings a story. And stories – the good, well-known, and constantly rediscovered ones – sell better than anything else.