The first eighty years of the twentieth century were a time of tremendous innovation in marketing and advertising. As the century progressed, companies increasingly harnessed the power of mass media to reach wider audiences. From catchy jingles to memorable slogans and groundbreaking ideas, these early campaigns set the stage for modern marketing practices. Here’s a look at some of the most famous marketing campaigns from 1900 to 1980 that left a lasting impact on the advertising world.
1. Diamonds Are Forever – De Beers (1947)
Perhaps no slogan has had a more significant impact on an industry than “A Diamond is Forever.” Created by N.W. Ayer for De Beers in 1947, this campaign was pivotal in making diamond rings the standard for engagements. The enduring slogan cleverly suggested that diamonds symbolize everlasting love, linking the purchase of diamonds to a timeless emotional value. The campaign brilliantly boosted the demand for diamonds which had waned during the Great Depression and World War II.
2. The Marlboro Man – Marlboro (1954)
Originally marketed as a woman’s cigarette in the 1920s, Marlboro underwent a radical rebranding in 1954. The Marlboro Man campaign transformed the brand’s image to rugged masculinity, appealing to a broad male demographic. Featuring laconic cowboys in stunning wild west landscapes, the ads emphasized freedom and toughness. Despite the later health controversies surrounding smoking, the Marlboro Man remains one of the most iconic figures in advertising history.
3. Think Small – Volkswagen (1959)
In an era dominated by big American cars, the German Volkswagen Beetle made its mark with the “Think Small” campaign by Doyle Dane Bernbach (DDB). The campaign was revolutionary for its minimalist design and candid approach. By highlighting the Beetle’s small size and unique shape as advantages, the campaign turned conventional auto advertising on its head, making the car a symbol of individuality and non-conformity in the process.
4. The Absolut Bottle – Absolut Vodka (1979)
Although launched at the tail end of our timeframe in 1979, the Absolut Vodka campaign became one of the longest-running and most recognizable campaigns. Centered around its distinctive bottle shape, the ads used clever visual puns and minimal text. The campaign elevated the brand into a cultural icon, transforming it from a little-known Swedish vodka into a major player on the global spirits stage.
5. The Pepsi Challenge – Pepsi (1975)
The Pepsi Challenge was a direct marketing strategy launched to combat Coca-Cola’s dominance. In these famous blind taste tests, consumers were asked to taste two cola brands without knowing which was which. The campaign claimed that the majority preferred Pepsi over Coke, challenging public perceptions and gaining a significant market share. The campaign was so successful that it forced Coke into a disastrous reaction with the launch of New Coke in 1985.
Conclusion
These campaigns not only defined the brands they represented but also left an indelible mark on the advertising industry. They reflect a time when creativity in marketing was booming, driven by the emergence of new media and a deeper understanding of consumer psychology. Each campaign broke new ground, used distinct strategies, and effectively communicated compelling messages that resonated with audiences, setting the foundation for future innovations in the field.
