What it is
Epiphany, or the Baptism of the Lord, is an Orthodox feast celebrated on 19 January in countries that follow the Julian church calendar. It commemorates the baptism of Jesus in the Jordan River and is one of the main feasts of the Orthodox year.
In Russia the day is also known for blessing water and for the tradition of dipping into an ice hole. For brands, the sensitive and useful angles are winter safety, warmth and the respectful tone of a religious holiday.
Symbols: Blessed water, a cross cut in the ice, a winter river, a warm towel, hot tea
Emoji: 💧 ❄️ ✝️ 🕊️ 🍵 🌟
Colours: Ice blue, white, silver
Hashtags: #Epiphany #Крещение #WinterTraditions #Orthodox #WarmUp
What to aim for
- Provide genuinely useful winter safety information, which builds trust
- Show respect for a tradition that many of your followers observe
- Offer a warm, practical product or service for people after cold water
Post ideas by format
Post
- A doctor’s or coach’s short guide on how to prepare for cold water, with a clear line that people with health conditions should consult a doctor
- A greeting from the team on the feast, with a calm photo of a winter morning
Carousel
- “Before you step into the ice water”: one slide per rule, such as warm-up, slippers, time in the water and warming afterwards
- A winter warm-up checklist: what to bring, what to wear, what to drink afterwards
Reel / short video
- A calm clip of preparing a bag for the day: towel, thermos, warm socks, with a voiceover of safety tips
- Hook: “What a coach advises before cold water”, a 30-second talk by a specialist
Stories
- A quiz: “True or false: you should drink alcohol to warm up after the ice hole” with the correct answer explained
- Behind the scenes: your team’s winter traditions or the favourite hot drink of the day
Ready-made post examples
Layouts we wrote as examples. Replace the details with your own business before you publish.
If you plan to dip into the ice water on Epiphany, a few simple rules matter. Do not go alone, warm up first, keep the time in the water short, and never drink alcohol to warm up afterwards. Have a dry towel, warm socks and a hot tea ready. People with heart or blood pressure conditions should talk to a doctor beforehand. Be careful and enjoy the day.
Epiphany is a day of cold water, quiet tradition and good mood. If you spend the morning by the river, we will have hot tea with ginger and honey waiting for you afterwards. Come in, sit by the window and warm your hands. Tell us in the comments how your family marks the day and what you drink to warm up.
On the day of Epiphany many people go to the water, and we collected things that help you warm up afterwards: large towels, warm socks, thermoses and cosy robes. Open the catalogue to see the full selection. Wishing everyone a calm and peaceful holiday. Please be careful on slippery banks and look after the people with you.
What to avoid
- Do not joke about the religious meaning of the feast or about those who observe it, nor mock those who do not take part
- Do not encourage risky dips without safety information; this day is when a mistake can harm people
- Do not use sacred imagery as decoration for sales banners; a quiet greeting is better than a loud promotion
When to post
- Prepare the safety guide a week ahead and, if possible, get it reviewed by a doctor or coach; the feast is on 19 January
- Publish the safety post the evening before, the greeting on the morning of the day
- The day after, share a short post on warming up and recovery, without references to the feast
What to check afterwards
- Saves and shares of the safety checklist, which show real usefulness
- Questions in comments or messages, a sign that people are looking for practical help
- Visits or orders connected to the warming products or drinks
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