There are campaigns that significantly influenced the advertising market, but also permanently shaped consumers' thinking not only about the product. Here are examples of a few productions that revolutionized our awareness.
1. COCA COLA
Coca-Cola and Santa Claus
When we think of Christmas, the image of a chubby, bearded old man dressed in red and white comes to mind. This image has been used in many campaigns and holiday events. Do you remember where this stocky old man came from and who created him? It's the work of Haddon Sundblom – a Coca-Cola illustrator from 1931.
2. RED BULL
An energy drink in the hands of a real tough guy. That's exactly how the image of Red Bull was created. They started with a strong accent by sponsoring Felix Baumgartner, showing the brand's product in the context of the athlete's daring jumps. Even today, we can see the drink's logo on the helmets of ski jumpers or Formula 1 drivers.
3. MARLBORO
Marlboro Man, or masculinity in the service of the brand
Until then, these cigarettes were associated… with women. How was this changed? They reached for the archetype of masculinity: a strong, handsome, and free cowboy. The Marlboro Man, as publicists dubbed him, became a symbol of this brand's cigarettes. He convinced millions of men to buy filter products, which were previously considered a feminine attribute.
4. APPLE
Apple, 1984, and Ridley Scott
Apple is associated with innovation and doing the impossible. Do you know why? The date was used to create the image – a coincidence made the premiere of the Macintosh, Apple's hit personal computer, fall in 1984, the time of the famous book by George Orwell. Add to that the famous film clip directed by Ridley Scott. Thanks to this, we believe that Apple gives us a bit of magic in its products.
5. SPRITE
Sprite and colloquial language
The Sprite series: Thirst has no chance will also become a classic of advertising. The films broadcast since 2006 are an example of youth marketing implemented in Poland. Surprising films with boys playing the roles of Sprite and thirst in leading roles contributed to an increase in sales of the promoted drink and a high level of brand recognition.
The brand's greatest promotional success is that the slogan: "I am Sprite, and you are thirst" entered colloquial language, used not only by teenagers.
6. SONY BRAVIA
Colors and joy. That's what Sony focused on in its spots. They added a creative form, a clear simple message – on our equipment, every color looks intense – an engaging image, and a soothing melody. And the best part is that the balls are not the result of a team of graphic designers. They really dropped all those balls on the streets of San Francisco. Subsequent advertisements reinforced the image of Sony Bravia televisions as showing the highest quality picture.
7. ALWAYS
Thinking about oneself as a 10-year-old and a 16-year-old are two completely different worlds. Research indicates that teenagers associate "being a girl" negatively. Young women, influenced by changes in their bodies and a lack of understanding from society, lose confidence in everyday situations and often give up activities they enjoy in favor of more feminine ones. The global image advertising campaign for Always pads and liners from 2014 shows us stereotypes related to the phrase "do something like a girl" and builds the image of the "unbeatable always girl." The first installment of the "Like a girl" campaign received the Grand Prix in the PR category and several Lions at the Cannes Lions festival in 2015.
8. ALLEGRO
Do you remember the story of an elderly man living with his dog? One day, the grandpa receives a package with English for beginners, and so his story begins. A real tearjerker created for Allegro's 2016 Christmas campaign. The spot became an internet hit in just a few days and was then awarded the Bronze Lion in the Entertainment category at Cannes.
Summary
The campaigns mentioned are proof that effective advertising goes beyond product promotion – it builds associations that stay in memory for decades. From the image of Santa Claus, through the cowboy archetype, to heartwarming Christmas stories – each of these productions used universal emotions and hit the needs of the audience.
The latest examples, like the 2016 Allegro campaign, show that even local spots can win international awards – the Bronze Lion at Cannes confirms this. The success of these productions is a lesson for marketers: not only creativity matters, but also the skillful reference to the culture and language spoken by consumers.
