Montgomery Ward introduces Rudolph the 9th reindeer.

In the annals of Christmas lore, the Saint Nick-night saga of reindeer navigating the globe has always captivated imaginations, from children to adults alike. Yet, did you know that a significant addition was made to the reindeer team in 1939? Yes, on Christmas day, Montgomery Ward introduced the world to a quirky, shining beacon of a character – Rudolph, the ninth reindeer.

Montgomery Ward, a well-known American retailer, has a rich history of marketing innovations. However, none of its strategies has had as much impact as the introduction of the Rudolph character in 1939. A significant year in history, 1939 witnessed Music Television making its mark on the entertainment scene, marking the Golden Age of Hollywood. Amid this eventful year, Montgomery Ward chose to create a cheerful disruption on the Christmas Eve by conjuring up Rudolph, the ninth reindeer.

At the time, Montgomery Ward had developed a reputation for giveaway coloring books during the holiday season. However, in a brilliant decision to cut costs and create a marketing buzz, they decided to produce a holiday-themed book in-house. The man bestowed with this monumental task was Robert L. May, a copywriter at Montgomery Ward, who began sketching a reindeer character with a strangely luminous red nose – an unusual trait that would make him stand out from his peers. Thus, Rudolph was born.

The concept of Rudolph was not an immediate hit. However, it was Rudolph’s red nose that initially did not sit well with Montgomery Ward’s executives, as it was associated with chronic alcoholism. Eventually, May consulted with an illustrator, Denver Gillen, who created the appealing illustrations of the cuddly, upbeat reindeer with a glowing red nose, winning over the executives who then greenlighted the project.

Released on Christmas day in 1939, May’s creation – Rudolph the Red-Nosed Reindeer, captured millions of hearts. The introductory phrase – “Rudolph, with your nose so bright, won’t you guide my sleigh tonight?” became an integral part of Christmas lore and songs worldwide. The book was an instant hit and, in its first year of release, Montgomery Ward had given away over 2.4 million copies.

May’s endearing story of Rudolph was not just about a reindeer with a shiny nose; it was a tale of resilience, acceptance, and individuality. The character of Rudolph and his extraordinary, incandescent nose represented distinctiveness, used to overcome trials and bring joy to children worldwide on a gloomy Christmas Eve. Inevitably, this encouraging narrative resonated with audiences globally, leading to its unprecedented success.

After the book’s success, Rudolph’s fame continued to grow. A decade later, in 1949, songwriter Johnny Marks wrote a song about Rudolph. Sung by Gene Autry, the song was a runaway hit and added to the renown of Rudolph.

Comparing this with today’s marketing norms, Montgomery Ward’s innovative approach has been a pioneering breakthrough. Implementing storytelling and creating an emotional connection with consumers is paramount in today’s digital marketing landscape. Montgomery Ward managed to accomplish this emotional bonding way back in 1939, by making Rudolph a figure of joy, hope, and resilience – an ambassador of Christmas cheer.

the introduction of Rudolph, the ninth reindeer by Montgomery Ward on Christmas day 1939, is an exceptional example of creative marketing. This move not only led to significant economic success for the company but also left us with a delightful character that continues to light up the holiday season. A perfect blend of marketing creativity and seasonal cheer, Rudolph is a testament to the enduring power of storytelling in consumer engagement.