Let's make it sparkle

The "Let's make it sparkle" campaign by Very, launched in the UK in November 2024, positions the brand as a flexible and customer-centric retail service, emphasizing convenience and personalized payment options during the critical holiday shopping period. The central proposition revolves around enabling consumers to “shop gifts today” with payment solutions that adapt to individual preferences, underscoring Very’s commitment to making gifting both accessible and manageable. This positioning taps into the shopper’s desire for ease and control over finances during peak retail moments, such as Christmas. Strategically, the campaign leverages the heightened urgency and emotional significance of the holiday season to connect with consumers actively seeking gift solutions. The creative angle—highlighted through the tagline “Let’s make it sparkle” and the thematic focus on wrapping up Christmas Day—appeals to both the practicality and the celebratory aspects of gift-giving. By promoting Very Pay’s flexible payment options, the campaign addresses a key consumer insight: that modern shoppers value not only product variety but also financing methods that align with their personal budgeting needs. The use of film as the medium ensures an engaging, relatable storytelling format that conveys both the joyful experience of gifting and the ease of purchase, enhancing brand relevance in a competitive retail environment. The campaign’s digital presence, supported by active social media channels, further aids in reaching a digitally savvy audience, reinforcing Very’s role as a facilitator of hassle-free holiday shopping.

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This campaign, “Let’s make it sparkle,” most likely uses SYMBOLIZE THE BENEFIT, as suggested by both the title and the retail gifting context. The key phrase, “make it sparkle,” is metaphorical, indicating that the ad likely employs sparkling visual motifs or festive symbolism to communicate how shopping at Very brings ease, joy, and payment flexibility to holiday gifting. The absence of explicit storytelling, testimonials, problem/solution sequences, or comparative framing further supports that the central creative device revolves around visual or symbolic representation of the benefit, making shopping with Very seem magical or special, especially for Christmas. This aligns best with Format #9, as the sparkle motif embodies the emotional and functional payoff of choosing Very for holiday shopping.