It seems that British consumers are beset by the blues at this time of year. Last January, we wrote about a commercial from The Sun newspaper in which a young girl declares that “January sucks” and suggests that we “kick January where there ain’t no sun.” Now Heat, which uses the tagline “Heat makes you happy,” is telling readers that the magazine is “turning the most depressing month of the year into the happiest.”
The effort is focused around a lighthearted petition to David Cameron to create a public holiday on the third Monday in January and call it Blue Monday. A holiday would help counteract the “recipe for national misery” that comes with bleak weather and the financial fallout of the holiday season. On this year’s “Blue Monday,” the brand will attempt to cheer up consumers with a “kitten cam,” a live stream from a pet shelter (viewers will be able to adopt an animal too). Hey, you can’t go wrong with kittens at any time of year, especially during one of the lowest points for consumer mood.
Photo Credit: Heat