5 most successful advertising campaigns of the 20th century
At the end of the 20th century, Advertising Age, one of the largest American advertising agencies, conducted a series of studies and prepared a rating of the 100 best advertising campaigns of the last 100 years.
We analyzed the top five most prominent advertising campaigns to find out how they were created and what factors helped them to take the lead.
1. Coca-Cola, The pause that refreshes, 1929
In 1929, during the Great Depression in the United States, the Coca-Cola advertising campaign "The Pause that Refreshes" was born. To develop this campaign, the brand turned to D'Arcy agency.
During the Great Depression, corporate America was wary of possible losses in sales. However, Coca-Cola managed to find an apt and important message for advertising: their campaign showed relaxed people and an idealized view of American life, even in times of general hardship. The ads reflected what consumers wanted to see, encouraging the idea that Coca-Cola could make their lives better.
The advertising slogan "Refreshing Pause" was in line with the mood of the audience - in those years, American trade unions emphasized the need for mandatory breaks during the working day. Coca-Cola suggested a short pause, emphasizing that after drinking their carbonated drink, people would be able to work more productively.
In the first year of the advertising campaign, the company managed to double its sales, even in an unfavorable economic environment.
2. Marlboro, The Marlboro Man, 1955
In 1924, Marlboro was first introduced as a brand of women's cigarettes, as smoking was gaining popularity among women at that time. But over time, Philip Morris, the company that owned the Marlboro brand, realized that women were a much smaller percentage of smokers than men. In the early 50s, the Marlboro brand accounted for only 0.25% of the US tobacco market. That's why Philip Morris decided to change the brand's positioning and turn it into a "men's" brand.
For this purpose, Leo Burnett, a well-known Chicago-based advertiser and agency owner, was invited. They changed almost everything - from the design of the packs and the cigarettes themselves to the advertising messages. In 1954, Leo Burnett created the most famous advertising image of the 20th century - the image of a cowboy from Marlboro. This image was in line with the popular themes of films at the time, when westerns were at their peak. The cowboy has become a favorite male icon in the United States.
In the year after the rebranding, sales increased from $18 million to $6.4 billion. By the 60s, the image of the cowboy was firmly associated with the Marlboro brand, and the brand became successful in the market again.
3. Volkswagen, Think Small, 1959
In 1959, the German company Volkswagen, together with the agency Doyle Dane Bernbach (DDB), developed an advertising campaign for its car model called the Volkswagen Beetle, also known as the Beetle. This vehicle was specially designed for civilians and was distinguished by its compact size.
The "Think Small" campaign was different from many other automakers' advertising campaigns, both past and present. It didn't emphasize the idea of happy families with perfect smiles, didn't promote perfect landscapes, etc.
DDB played a key role in the ad by placing the car itself on a white background, emphasizing its small size, which was typical for the Beetle.
The slogan "Think Small" reflected the main advantage of the Volkswagen Beetle - its compactness. This idea was intertwined throughout the campaign: laconic design, simple language to address the reader, and mentions of other advantages of the car, such as low fuel and repair costs.
This marketing approach has helped the Beetle become one of Volkswagen's most popular cars and a recognized iconic vehicle of all time.
4. Nike, Just Do It, 1988
In 1988, Nike, together with Weiden & Kennedy, launched an advertising strategy, the centerpiece of which was the now legendary slogan Just Do It. The rest of the development depended on these three words: visuals, characters, positioning, and mood. Over the years, Nike has remained loyal to the slogan Just Do It.
There are many legends about how this slogan came about. Some say that Weiden & Kennedy co-founder Dan Weiden was impressed by Nike's work and said: "You Nike guys, you just do it". According to another version, the copywriters who were tasked with coming up with a slogan were unable to come up with anything special for a long time, and their boss said: "Just do it". But the most common origin is associated with Gary Gilmore, a convicted murderer. Before he was executed, he said: "Let's do it," and Weiden & Kennedy slightly modified these words.
In 1988, a campaign with the slogan Just Do It attracted many prominent athletes. The main goal was to attract customers and strengthen Nike's image. The brand has shaped its current image through a combination of highly professional athletes and motivational slogans emphasizing sportsmanship and a healthy lifestyle.
5. McDonald's, You deserve a break today, 1971
