Jewelry-Making Articles

Angels in Marketing

Angels in Marketing

by Jessica, Exclusively for Fire Mountain Gems and Beads®

When you think of angels, what's the first thought that comes to mind? Is it Hope? Guidance? Peace? Love? Maybe it's the comfortable experience you have when you use Angel Soft tissue or "the little taste of heaven" you get when you eat Philadelphia® cream cheese.

The use of angels in marketing has been around for decades. Typically, angels evoke positive thoughts and often create a "feel-good" emotional state, which is why companies call upon them as their spokespersons.

In the early ad campaigns, angels were most often found on the shoulder of a person whispering in one ear to be good, while the little red fellow was perched on the other shoulder doing his best to persuade the person to make a bad choice. Today's marketing angels tend to take a different approach, but still succeed in creating a happy and inspiring experience.

Some of the more famous angel-themed ad campaigns include:
  • 1960s: Bert Lahr (most recognized for his role as The Cowardly Lion in "The Wizard of Oz") was in a memorable series of commercials for Lay's potato chips in the "Betcha can't eat just one" campaign. In one ad, angelic Bert is seated on a cloud strumming his harp when devilish Bert pops up and challenges "Betcha can't eat just one," but they're "de-LAY-scious."
  • 1994: Philadelphia cream cheese has been using angels in their marketing since 1994 with messaging such as "Indulgence without guilt," "A little taste of heaven" and "When it’s Philadelphia, it’s Heaven.”
  • 1997: Still climbing in popularity, the Victoria's Secret Angels campaign has been a success for over a decade.
  • 2004: David and Larry were the celestial mascots for Angel Soft tissue during the humorous "Bathroom Angels" campaign. Tagline: "The Angel Soft Bathroom Angels are always ready to come to the rescue of your bathroom disasters."
  • 2010: Lindsey Vonn, the first American woman to win Olympic gold in the Downhill Ski Race, is featured as a snow angel in the "Got Milk?" campaign.
You can share the positive influence of angels in your marketing. Display angels in your jewelry lines, bead shops and your everyday life to spread joy, peace and love.

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