5 Ad Campaigns that made Marketing History

  • April 13, 2022
  • Akhila Raj Sreekumar
  • 9 min read

Advertisements are written or visual messages dedicated to promoting a specific product, service, or campaign. Businesses can pay the owner of a channel or platform that reaches a similar audience to broadcast this message. Two of the biggest challenges in advertising are measuring the value of the advertisement and ensuring it resonates with the right people.

Here is a list of some ad campaigns that made marketing history!

1.Dove Real Beauty Sketches | You’re more beautiful than you think- 2013

Dove is an American personal care brand owned by the British multinational consumer goods company Unilever. Dove products are manufactured in countries around the world. The products are sold in more than 150 countries and are offered for both women, men, and babies.

 In September 2004, Dove began its Campaign for Real Beauty, followed by the creation of the Dove Self-Esteem Project in 2006, by Geyner Andres Gaona and Amy. The campaign has been criticized as hypocritical in light of the highly sexualized images of women presented in the advertising of Axe, which, like Dove, is produced by Unilever.

In May 2011, Dove prompted criticism and accusations of racism after publishing an advert for their body wash showing three women with different skin tones side by side in front of a “before and after” image of cracked and smooth skin, with a black woman below the “before” and a white woman below the “after”.

In October 2017, a three second video for Dove body lotion posted on their page on Facebook in the United States prompted criticism and accusations of racism. The video clip showed a black woman removing her T-shirt to reveal a white woman, who then lifts her own T-shirt to reveal an Asian woman. The full thirty second television advert version included seven women of different races and ages.

The ad sparked criticism, leading Dove to remove the advert, saying it “deeply regret(ted) the offense it caused.” Dove further stated that the “video was intended to convey that Dove body wash is for every woman and be a celebration of diversity”. The black woman in the advert, Lola Ogunyemi, said the advert had been misinterpreted and defended Dove.

2.The “Color Like No Other” campaign, Sony Bravia – 2015

       Bravia (stylized as BRAVIA) is a brand of Sony Visual Products Inc., a wholly owned subsidiary of Sony Corporation, and used for its television products. Its backronym is “Best Resolution Audio Visual Integrated Architecture”. All Sony high-definition flat-panel LCD televisions in North America have carried the logo for BRAVIA since 2005. BRAVIA replaces the “LCD WEGA” which Sony used for their LCD TVs until Summer 2005 (early promotional photos exist of the first BRAVIA TVs still bearing the WEGA moniker).[citation needed] In 2014, in part of Sony President & CEO Kasuo Hirai’s plans to turn Sony around, BRAVIA was made into a subsidiary rather than just a brand of products.

BRAVIA televisions and their components are manufactured in Sony’s plants in Mexico, Japan, and Slovakia for their respective regions and are also assembled from imported parts in Brazil, Spain, China, Malaysia and Ecuador. Principal design work for BRAVIA products is performed at Sony’s research facilities in Japan, at the research and development department at the Sony de Mexico facility in Baja California, Mexico and at the Sony Europe facility in Nitra, Slovakia.

The brand was also used on mobile phones in North American, Japanese and European markets as of 2007.

The Bouncy Balls commercial was launched in 2005 with the idea of selling the new Sony Bravia television that had a novel LCD screen. In our analysis of Balls commercial from Sony, we see how the entire campaign is cooked to get more than 250,000 colored bouncy balls through the streets of San Francisco.     

The Balls commercial of Sony was a resounding success. That year he won the Grand Prix of Cannes and was considered the best commercial of the first decade of the S.XXI. Then a series of continuations were launched, but they did not have the impact of Balls. We leave you with the announcement in HD.

3. Nike: Just Do It – 1988 

      Nike is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is the world’s largest supplier of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$37.4 billion in its fiscal year 2020 (ending May 31, 2020). As of 2020, it employed 76,700 people worldwide. In 2020 the brand alone was valued in excess of $32 billion, making it the most valuable brand among sports businesses. Previously, in 2017, the Nike brand was valued at $29.6 billion. Nike ranked 89th in the 2018 Fortune 500 list of the largest United States corporations by total revenue.     

The company was founded on January 25, 1964, as “Blue Ribbon Sports”, by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971. The company takes its name from Nike, the Greek goddess of victory. 

The “Just Do It” campaign launched in 1988 was highly successful, with the company defining the meaning of “Just Do It” as being both “universal and intensely personal.” While Reebok was directing their campaign at aerobics during the fitness craze of the 1980s, Nike responded with “a tough, take no prisoners ad campaign.” One of the campaign’s objectives was to target all Americans—regardless of age, gender or physical fitness level—and Nike’s fundamental objective was to represent sneakers as a fashion statement to consumers, which led to Nike apparel becoming worn as more than just fitness gear. The “Just Do It” campaign went out to a range of media outlets including merchandise, outdoor billboards, print media, and graffiti art.           

Throughout the campaign, Nike enlisted a range of people from varying ethnicities and races, as well as numerous notable athletes, in order to attract customers and promote the image of Nike as being reliable to not only everyday customers but professional athletes. Athletes such as football stars Bo Jackson, Ronaldinho, and Wayne Rooney; basketball stars Michael Jordan and Kobe Bryant; and tennis stars Roger Federer and Rafael Nadal were used in their advertisements.

4. Always: #Like a Girl – 2015

    Always is an American brand of menstrual hygiene products, including maxi pads, ultra thin pads, panty liners, disposable underwear for night-time wear, and vaginal wipes. A sister concern of Procter & Gamble, it was first introduced in the United States in test markets in the spring of 1983, then nationally in May 1984. By the end of 1984, Always had also been introduced internationally in the United Kingdom, Canada, France, Germany, and Africa.

Always sanitary pads and other products are sold under the brand name Whisper in Japan, Singapore, India, China, South Korea, Philippines, Thailand, Hong Kong, Taiwan, Vietnam, Malaysia, Australia, Cambodia and Indonesia, Lines in Italy, Orkid in Turkey, Evax in Spain, and Ausonia in Portugal. The ‘Always’ name is applicable to products sold in the US, Africa (Kenya and Nigeria primarily), and some European countries.

Products are manufactured in Belleville, Ontario, Canada at a 700,000-sq.-ft. plant with 175,000-sq.-ft. of warehouse. The plant is one of Procter & Gamble’s largest in North America. Although Always has local factories in the countries that it sells in, in some cases, its products are manufactured and exported.

The “Like a Girl” campaign, which was released worldwide with more focus on US and African markets, from Leo Burnett won the 2015 Emmy Award for outstanding commercial. Lauren Greenfield directed the spot, which debuted in June 2014 and aired during Super Bowl XLIX. The commercial asked the question “When did doing something ‘like a girl’ become an insult? “Running, throwing, or fighting like a girl are seen by adults as equivalent to weak, but by young girls as strong.

Using #LikeAGirl as an insult is a hard knock against any adolescent girl. And since the rest of puberty’s really no picnic either, it’s easy to see what a huge impact it can have on a girl’s self-confidence. Making a start by showing them that doing things #LikeAGirl is an awesome thing!

 

  1. Coke: Share a Coke India: Celebrating relationships! – 2011

       Coca-Cola India is the Indian version of the renowned Coca-Cola company, the Consumer goods firm known across the globe. The Coca-Cola Company started operating in India in 1956. Coca-Cola is India’s largest beverage maker and is estimated to have around 40% share of the country’s branded beverages market.

For Coca-Cola overall, India is currently the sixth-largest market after the U.S., Mexico, Japan, Brazil and China. While Quincey’s mandate to his India team — led by T. Krishnakumar, president Coca-Cola India and Southwest Asia — is to move India one notch up in the foreseeable future, his long-term vision is for India to be among the company’s top three markets globally.

Beverage maker Coca-Cola has launched a new packaging and campaign called ‘Share a Coke’, celebrating relationships. The seven-year-old global campaign, now coming to India, will also feature Coke bottles and cans with words like ‘Papa’, ‘Didi’ and ‘Bhai’ replacing its logo.

The ‘Share a Coke’ campaign first launched in Australia in 2011, and involved changing the traditional wrapping around the Coca-Cola bottle to say ‘Share a Coke with…’ and a popular name. The purpose of the campaign was to create a more personal relationship with consumers and inspire shared moments of happiness.

In Australia, the top 150 most popular names were printed onto millions of bottles and the campaign was so well-received other countries around the world adopted it with their own unique twists.

The “Share-A-Coke” campaign was built around a powerful story theme  community. The concept of sharing is very community/family-centric. It allowed people to connect with a story of love, acceptance and understanding. It created a global family.