Sinterklaas Brand & Product study 2018: Seeing Through the Soot

  Nederlands | Français | Deutsch The European Race and Imagery Foundation’s (ERIF) annual Sinterklaas Brand & Product study is a sociological market research report, which seeks to analyse longitudinal data concerning the ongoing and evolving usage of the Zwarte Piet character by major supermarket chains and brands across the Netherlands. This year titled: Seeing through … More Sinterklaas Brand & Product study 2018: Seeing Through the Soot

ERIF Sinterklaas Brand & Product Study: Locating Zwarte Piet

In October 2015, the ERIF team began fieldwork for a research project on the Sinterklaas festival in the Netherlands. We wanted to assess how prevalent the character of Zwarte Piet is in Dutch advertising leading up to the popular winter festival and by doing so, set benchmark for future comparison as the celebration undergoes continued … More ERIF Sinterklaas Brand & Product Study: Locating Zwarte Piet