20 Historic Marketing Campaigns That Changed Consumer Behavior
You might have heard this, and probably been a part of it.
- Cyra Sanchez
- 5 min read
Readers are introduced to groundbreaking campaigns such as Nike’s “Just Do It” and Coca-Cola’s“ Share a Coke.” We share how these ads were able to tap into emotions, social moments, and cultural moments in a way that influenced how we buy. It highlights the lasting impact of firsthand creative storytelling on the brands we trust and the things we buy.
1. Nike’s “Just Do It” (1988)
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Nike’s three-word tagline became a worldwide battle cry for fortitude and athletics. It emboldened people from all walks of life to think they could do anything if they would just begin. This campaign’s broad appeal and emotional resonance catapulted Nike into cultural icon status.
2. De Beers’ “A Diamond is Forever” (1947)
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With its timeworn catchphrase, De Beers connected diamonds to everlasting love. The campaign established diamonds as a quintessential symbol of engagement and commitment. It created an emotional need for diamonds, permanently changing the market.
3. Volkswagen’s “Think Small” (1959)
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Subverting American car culture, Volkswagen’s minimalist campaign embraced the compact Beetle. Its frankness about the practicality and size of the car touched a nerve with consumers. This smart, funny approach revolutionized automotive advertising.
4. Apple’s “Get a Mac” (2006)
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Apple used humor to showcase the Mac’s simplicity and creativity, with two identifiable characters representing Macs and PCs. The campaign positioned Macs as modern, stylish, and more efficient than outdated PCs. This witty personification resonated with audiences and showed Apple in a better light.
5. Old Spice’s “The Man Your Man Could Smell Like” (2010)
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Old Spice revamped its brand with a clever, playful, male and female-targeted campaign. Showcasing the smooth-talking spokesperson in ridiculous circumstances, it pitched Old Spice as the pinnacle of masculine attractiveness. That light, playful, and audacious approach lifted sales and brand salience.
6. Coca-Cola’s “Share a Coke” (2011)
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Coca-Cola made its bottles personal by swapping its iconic logo with trendy names. The campaign enlisted consumers to “Share a Coke” with their dear ones. All this personalization helped build a fuller emotional connection with customers, so it became a viral phenomenon.
7. Dove’s “Real Beauty” (2004)
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Building on those concepts, Dove disrupted traditional beauty norms by using actual women of different shapes and sizes. The campaign embraced self-esteem and natural beauty, and audiences really connected. Its sincerity took inclusivity in marketing to a new level.
8. Got Milk? (1993): The “Got Milk?”
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The “Got Milk?” campaign became iconic. The relatable premise and catchy slogan brought new relevance to milk. It was a simple idea that made a lasting cultural impact and drove consumption.
9. Marlboro’s “Marlboro Man” (1954)
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Marlboro turned filtered cigarettes into a symbol of rugged masculinity with the Marlboro Man. This cowboy archetype embodied the spirit of independence and toughness. The campaign’s success transformed Marlboro’s brand into one of the best-selling cigarettes.
10. Absolut Vodka’s Bottle Campaign (1980)
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Absolut knew its bottle’s shape was special, so it wrote big artistic, eye-popping ads around that. The photography featured the bottle in creative, cultural contexts, from landmarks to festive themes. This innovative, memorable campaign transformed the bottle into a cultural touchstone.
11. Wendy’s “Where’s the Beef?” (1984)
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Wendy’s famously taunted competitors for their smaller burgers with the question, “Where’s the Beef?” The ads starring a spicy senior citizen promoted Wendy’s bigger patties. Its humor and memorability affixed the brand’s reputation for value and quality.
12. Apple’s “1984” Super Bowl Ad
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Apple’s ad, which premiered during the Super Bowl, positioned the Macintosh as a liberator that freed users from conformity. Inspired by George Orwell’s dystopian novel, the cinematic commercial surprised viewers with its brash message. This boundary-pushing ad changed commercial game planning forever.
13. Budweiser’s “Whassup?” (1999)
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Budweiser found cultural gold with its dumb-but-funny “Whassup?” greeting between friends. The ad celebrated easy camaraderie and became a viral catchphrase. Theoretically, its relatability and humor have made it a cultural phenomenon, increasing brand visibility.
14. Red Bull’s Stratos Jump (2012)
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Red Bull fitted the limits with its 1-800-662 campaign, sponsoring Felix Baumgartner’s record-setting skydive from the stratosphere. The live event was a manifestation of Red Bull’s ethos of fearless and fun. This stunt caught the attention of millions, helping to cement Red Bull as a leader in extreme sports marketing.
15. Metro Trains’ “Dumb Ways to Die” (2012)
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Metro Trains in Melbourne used dark humor to promote rail safety. The bubbly song and animated characters highlighted accidents, which were goofy but avoidable. The message garnered viral attention and greatly raised public safety awareness.
16. Procter & Gamble’s “Thank You, Mom” (2012)
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P&G paid tribute to the unsung heroes of the Olympics, mothers — with an emotional campaign. Spotlighting athletes’ journeys and maternal sacrifices, the ads hit an emotional nerve. The universal message of gratitude resonated around the world and was able to cement P&G’s family-first image.
17. Always’ “#LikeAGirl” (2014)
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Frequently challenged negative stereotypes through the empowerment of the “#LikeAGirl” initiative. It transformed the phrase into a proclamation of toughness and self-assurance in girls and women. The campaign ignited a global dialogue about gender equity and self-worth.
18. Tesco’s “Food Love Stories” (2017)
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Tesco engaged consumers with stories surrounding food and family rituals. The campaign showed the emotional connections around meals. This more relatable stance helped humanize the brand and gained people’s loyalty and trust.
19. McDonald’s “I’m Lovin’ It” (2003)
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McDonald’s rallied its global marketing behind the one upbeat tagline: “I’m Lovin’ It.” With its catchy jingles and cheerful ads, the campaign celebrated everyday moments of happiness. Its universality and upbeat spirit made it the company’s longest-running campaign.
20. ALS Ice Bucket Challenge (2014)
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This grassroots campaign raised awareness of ALS by challenging participants to dump ice water over their own heads and to post about it on social media. As the challenge went viral, the phenomenon raised over $115 million for ALS research. Its simplicity and shareability made it a global sensation.