Best Advertising Campaigns
A survey conducted throughout the country to assess consumer opinion regarding the best advertising campaigns would likely generate a mixed response. The success of a campaign depends greatly on how well it achieved its goal. Whether or not the campaign achieved its goal is difficult for a consumer to measure.
On the other hand, if the consumer found it relevant and memorable, some measure of success was achieved. A quick look back through some of the most successful campaigns of all time demonstrates one common theme – the right words to fit the product, the target customer and the times.
While it would be futile to try and assess the successfulness of the top campaigns of all time; a quick look at a few can provide significant benefit. After all, what worked once can work again.
The Concept is Simple
According to AdAge.com, the best advertising campaign of all time was Volkswagen’s Think Small by Doyle Dane Bernbach in 1959. Number four on the list is Nike’s Just Do It by Wieden & Kennedy in 1988. Number 47 on this list – although some would argue it should garner a much higher ranking – is Wendy’s Where’s the Beef? by Dancer-Fitzgerald-Sample, 1984.
In each and every one of these campaigns, the advertising company hit on a very simple concept. For some, it was taking a chance. The advertising team in place to convince Nike they needed to launch their entire campaign on three words had their work cut out for them, but it worked.
A look back now at many of these campaigns and some would not be as effective today as they were in their prime. The timing of the campaign is essential, especially now. Concepts could withstand several years in the previous generation. Now, as technology moves very quickly, so to must everything else.
A Failed Attempt
Coca-Cola made the list at number 53 for It’s the real thing in 1970. The company’s attempt at re-creating itself in the next decade failed miserably. Anyone who remembers the ‘New Coke’ knows it had a very short existence and cost one executive his job.
What was launched as one of the best advertising campaigns fell flat on its face simply because Coca-Cola got ahead of itself. Instead of researching the market to determine if customers would like an update to an old favorite, they simply replaced Classic Coke with New Coke.
The result of this campaign was an outcry from loyal Coke drinkers who hated the taste of the new product and could no longer buy their favorite. The company lost millions and to this say, is still considered to be one of the biggest marketing blunders of all time.
A Brilliant Solution
In a market where there are failures, there are also successes. In an attempt to create the best advertising campaigns within its organization, one toothpaste company challenged its advertising and marketing teams. The challenge was to determine how to get consumers to buy more toothpaste. A simple ad wasn’t enough; this would take something special.
The marketing employee who emerged the winner in this contest did not design a new ad or examine the possibility of new markets. He looked at the design of the toothpaste tube instead. His recommendation was so simple and so brilliant.
The company was instructed to widen the mouth of the tube so anytime it was squeezed to extract the toothpaste, more would come out. Every time the toothpaste was used, the consumer would use more, thus creating a need to buy more. This brilliant solution generated record sales and a promotion for this innovative thinker.
This solution demonstrates it doesn’t always require deep research or next-generation technologies to achieve the goal. Understand the product and the target customer; the rest should fall into place.
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