Marketing has long been the backbone of commerce, evolving through the centuries to adapt to changing technologies, consumer behaviors, and cultural shifts. From the earliest forms of persuasive communication to today’s digital landscapes, certain campaigns have stood out as game-changers, influencing not just the brands they promoted but the very fabric of society. Explore some of the most iconic marketing triumphs and the enduring lessons they offer.
The Power of Storytelling: The Coca-Cola Santa Claus (1931)
One of the most enduring images in advertising is the jolly Coca-Cola Santa Claus, a figure that has become identifiable with Christmas itself. Before Coca-Cola’s campaign, depictions of Santa varied, from a spooky-looking figure in fur to a stern bishop. In 1931, Coca-Cola commissioned illustrator Haddon Sundblom to create a warm, plump, and cheerful Santa who embodied the holiday spirit. Sundblom’s version of Santa, complete with Coca-Cola in hand, was a hit, and over time, this image became the standard representation of Santa Claus worldwide.
Lesson: Storytelling is a powerful tool in advertising. By crafting a narrative that resonates with the audience’s emotions, brands can create lasting connections that transcend the product itself. Coca-Cola’s Santa isn’t just selling a drink; he’s selling the joy of the holiday season.
The Impact of Branding: Nike’s “Just Do It” (1988)
Nike’s “Just Do It” campaign is a probably one of the most memorable ads out there. Introduced in 1988, the slogan was designed to appeal to everyone, from seasoned athletes to casual gym-goers. It was simple, universal, and empowering. The campaign featured a series of advertisements showcasing athletes of all types, pushing their limits, and embodying the slogan’s ethos.
“Just Do It” wasn’t just a tagline; it became a cultural mantra that encouraged people to overcome obstacles and pursue their goals, whether in sports or life. The phrase’s flexibility allowed it to be used in a wide range of contexts, ensuring its relevance for decades.
Lesson: A strong brand message can transcend products and services, becoming part of the cultural lexicon. By tapping into universal human experiences and aspirations, brands can create messages that resonate across demographics and generations.
Leveraging Cultural Movements: Dove’s Real Beauty (2004)
In 2004, Dove launched its “Real Beauty” campaign, challenging the conventional standards of beauty perpetuated by the media and advertising industry. The campaign featured women of various shapes, sizes, and ethnicities, celebrating their natural beauty. It was a bold move at a time when the industry was dominated by a very narrow definition of beauty.
The “Real Beauty” campaign sparked conversations about body image and self-esteem, resonating with women worldwide.1 It positioned Dove as a brand that was not just selling skincare but was also an advocate for positive change.
Lesson: Aligning your brand with cultural movements can be a powerful strategy. By addressing relevant social issues, brands can build trust and loyalty among consumers who value authenticity and social responsibility.
Stand Up for What’s Right: Nike’s “Dream Crazy” (2018)
In 2018, Nike launched the “Dream Crazy” campaign, featuring former NFL quarterback Colin Kaepernick. Kaepernick had gained national attention for kneeling during the national anthem to protest racial injustice and police brutality. Nike’s decision to center the campaign around Kaepernick was bold, given the divide of the topic in the United States.
The “Dream Crazy” ad, narrated by Kaepernick, showcased athletes who overcame significant obstacles to achieve their dreams, embodying the campaign’s message: “Believe in something. Even if it means sacrificing everything.”2 The campaign sparked widespread discussion and controversy but ultimately resonated with a large segment of consumers who admired Nike’s stance on social justice.
The campaign resulted in a significant boost in Nike’s online sales and reinforced the brand’s image as one that champions boldness and courage. It also demonstrated the power of taking a stand on social issues, even when it might turn away some customers.
Lesson: In today’s socially conscious environment, brands that align themselves with important social causes can deepen their connection with consumers. Taking a stand, even on controversial issues, can strengthen brand loyalty and attract a dedicated following.
The Timeless Nature of Great Marketing
These campaigns, spanning decades, demonstrate that while the tools and platforms of marketing may change, the core principles remain the same. Great marketing connects on an emotional level, tells compelling stories, and aligns with cultural values. By studying these iconic campaigns, modern marketers can learn how to craft messages that not only sell products but also resonate deeply with audiences, leaving a lasting impact on culture and society.