Tag Archives: Marlboro Man

The Top 5 Most Successful Promotional Campaigns Of All Time

tom-keene-editor-at-large-for-bloomberg-news-and-host-of-bloomberg-surveillanceAdvertising has one central goal: to either sell a product, or remain memorable in one’s mind. The industry itself has become a blossoming business, and many ads have captivated us over the decades. Some remain more striking than others, however. Provided by Ad Authority, here is a list of the five most successful ads of all time.

1. “Think Small” by Doyle Dane Bernbach

Across the ages, every company has measured the success of its advertising campaign against the Think Small campaign. Designed by Bernbach, Volkswagen hired the designer to introduce the Beetle to American audiences. The German auto company was competing against other American vehicles more popular in the U.S., so VW knew they had to develop a thoughtful, strategic plan. The Think Small campaign aimed to connect with audiences, and indeed, VW ads have forever since captivated television audiences.

2. “The Pause That Refreshes” by D’Arcy Co.

Though Coca Cola had virtually no trouble selling Coke during the summer, winter months were stagnant. In an effort to boots seasonal sales, D’Arcy Co. created “Thirst Knows No Season,” and it worked very well. More Coke was sold during the winter than it was during summer months. After a time, however, Coca-Cola realized the best way to increase profits was to provide people a break from their hustle-bustle lives with Coca-Cola. Sales plunged upward yet again, and Coca-Cola sealed its place in advertising history.

3. “The Marlboro Man” by Leo Burnett Co.

In 1949, Burnett was inspired by an ad in Life magazine to advertise the company’s products using masculinity. With nothing more than a cowboy smoking a cigarette, the Marlboro Man campaign was invented. It is still considered to be one of the most brilliant strokes of all time. While it stood the test of time, the company ran into issues with lung cancer and regulations on smoking.

4. “Just Do It” by Wieden & Kennedy

In the late 1970s, Reebok sold far better than Nike’s line of products. In the late 80’s, Nike and WK executives designed the “Just Do It” phrase. Nike connected itself with humorous, intellectual, and made workout clothes cool to wear when one wasn’t being active. The effort certainly worked – Nike’s market share shot from 18 percent – 43 percent, with over $9.2 billion in 1998.

5. “You Deserve a Break Today” by Needham, Harper & Steers

In the early 1970’s, McDonald’s hired NHS to attract various audiences with a sing-and-dance routine. The musicians sang the song, and afterward, the jingle stuck throughout history. Even now, consumers can see the reference line “You deserve a break today.”

These captivating ads have stuck in the minds of consumers for decades. Their memorable images, quirky jingles, and excellent campaign ideas have proved not only lucrative, but also key to the public’s opinion of these companies. Indeed, without these promotional ads, these companies might not be the advertising giants they are today.

Sally writes for Fluid Branding the promotional products specialist. Fluid Branding have thousands of promotional products in stock from promotional USB to umbrellas.



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