Advertising is all around us, from giant billboards by the roadside, to print adverts in magazines, television commercials and pop-up adverts on our phones and devices. We’re so used to being bombarded with different types of advert that it takes something special to make an impact, but there have been many groundbreaking advertising campaigns over the years that have stood out as something truly special. If you want to know more, see our list below of some of the most groundbreaking advertising campaigns of the last century.
De Beers: A Diamond is Forever
When most of us think of engagement rings, we picture the classic diamond, but using a diamond ring to propose is actually a relatively modern concept. In 1948, diamond corporation De Beers was suffering from low sales due to the fallout from the Great Depression. To combat this, they came up with the marketing strategy that the best way to get engaged is with a diamond ring. Their slogan, ‘A Diamond is Forever’, remains the same today.
California Milk Processor Board: Got Milk?
Launched in 1993, the Got Milk? Campaign ran in print and as a television advert, and helped boost California milk sales by 7% before becoming a cultural phenomenon of its own. The instantly recognisable ‘milk moustache’ adverts have featured everyone from Hugh Jackman’s Wolverine, to Britney Spears, Kate Moss and Muhammed Ali.
Nike: Just Do It
Arguably one of the most recognisable ad slogans of all time, Nike’s iconic tick and just three simple words helped grow its sales from $800 million in 1988 to over $9.2 billion in 1998. The simple yet highly effective phrase captured the emerging fitness movement of the late 80s, and celebrity endorsements from basketball star Michael Jordan to tennis player Serena Williams have helped cement Nike’s place as one of the most popular sports brands of all time.
Always: Like a Girl
Keen to change the stereotype that playing sports ‘like a girl’ is somehow inferior, in 2014 the period product manufacturer Always released their ‘Like a Girl’ campaign on television and the internet. The original groundbreaking video shows people throwing, running or catching in stereotypical ‘girly’ ways, before showing that girls are just as fit and capable at sports as boys are.
Coca Cola: Share a Coke
Coca Cola was already a world-famous brand, but in 2011 they took it a step further with their Share a Coke campaign. Starting in Australia, Coke launched a range of bottles personalised with one of the 150 most popular names in the country. Consumers scrambled to find a bottle with their own name on it, and you could even order custom bottles on the website with nicknames or logos.
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