There are good marketing campaigns, and then there are those that are simply iconic. They just stick in our memories. Many times, these campaigns are so unique and catchy that we remember them for years down the road. Clever marketing doesn’t just create associations – it also influences the way you view the product or service that’s being advertised as well as the brand itself.
When done right, the advertisement will not only influence the customer to buy the product or service in question but it’ll also tremendously contribute to the brand’s recognition. This is, after all, what all the marketers are after. If you succeed in it, you can continue to reap some long-term benefits. Below, four of the most successful marketing campaigns of all time and what makes them so memorable.
California Milk Processor Board’s GOT MILK? campaign (1993)
Who would’ve thought that something as simple as painting a milk mustache on a couple of celebrities would’ve garnered so much attention? Apparently, the California Milk Processor Board’s team decided that the simplest way to boost sales of milk is by showing celebs enjoying a glass of moo juice. And it worked! Launched all the way back in 1993, the famous Got Milk? slogan was first shown as a part of an advertisement. Soon enough, the marketing campaign slogan became ingrained both in the minds of consumers as well as pop culture.
From Naomi Campbell and Britney Spears to Kermit the Frog and The Simpsons, celebs featuring milk mustaches really did wonders when it came to dairy consumption, and many TV shows are referencing the famous slogan to this day. The takeaway? Focus on delivering content that is relevant to pop culture at the moment, and rely on the influence of high-profile individuals to market your products or services to your audience.
Snickers’ You’re not you when you’re hungry campaign (2010)
Another successful marketing strategy that heavily relied on celebrities for promotion, Snickers’ You’re not you when you’re hungry campaign quickly caught on. From the moment it first appeared on TV screens in 2010, the ad was quite relatable as it empathized with one of the customer pain points and offered a practical solution.
From Betty White to Steve Buscemi, Snickers’ ads employed celebs and used humor to promote their product. The idea was to show how being hangry can affect a person’s behavior, using them to behave in a way that’s unusual for them. Once they take a bite of the famous caramel-peanut goodness, they instantly get back to being themselves. Through the ad, the company showcases their candy bar as a quick and easy solution to address hunger and continue to be on your game.
American Express’ Don’t Leave Home Without It campaign (1975)
What’s the link between an Academy Award-winning actor Karl Malden and a credit card? Well, he certainly popularized them in the 1970’s. The credit card in question? American Express. While promoting the use of the company’s Traveler’s Checks, the actor used the now famous slogan Don’t Leave Home Without It, and remained as their brand ambassador for the next twenty years.
These days, American Express is quite successful in creating effective digital marketing campaigns as well. By using their collaborative OpenForum website, they rely on guest authors to contribute by sharing their skills, wisdom, and knowledge. With more businesses shifting their marketing efforts online, the use of Display Advertising Services has increased significantly, and this has ensured some significant ROI for these companies.The takeaway? By outsourcing some of your company’s marketing activities, you can focus on other aspects of running a business while also delivering value to your customers and ensuring profit.
PEPSI’s Is Pepsi Okay? campaign (2019)
Another great example of how incorporating humor into your marketing campaign can pay off, Pepsi’s Is Pepsi Okay? campaign from 2019 was as entertaining as it was iconic. Featuring Steve Carell, Cardi B, and Lil John, the advertisement starts with the restaurant waiter asking the customer if Pepsi is okay after she ordered a Coke. It is then clarified that the iconic brand’s beverage is a “More than OK” choice.
What the Pepsi’s marketers achieved with this ad is they showcased self-awareness while leveraging humor, only to highlight the fact that their drink is definitely not average. Plus, their decision was to couple the advertisement with none other than Superbowl – the most-watched sporting event in the U.S., thus engaging with millions of the viewers that tune in each year and promoting their product in a witty, humorous way.
A creative campaign is a memorable campaign
Funny, thoughtful, clever, and heartfelt – these are typically the words that are used to describe the most successful marketing campaigns out there. They’re catchy, they’re interesting, and above all – they’re incredibly memorable – leaving a lasting impression on the viewers while also helping the brand grow.
By incorporating some of the elements used in these campaigns and adding their own unique twist, companies can come up with their own clever marketing campaigns, reach their audience with something equally as imaginative, and potentially make marketing history.