What do you think is the most successful advertising campaign, past or present, and why?

missgiggles's picture

I'm thinking Coke Cola or Guiness. What do you think and why?

Lex Kominek's picture

Once again, another question with enormous scope, and vague wording.

What is your definition of successful? Which Coke or Guinness campaign are you talking about? Do you mean to say "What is the most valuable brand in the world?" or something to that effect? If so, then Coca Cola has been number one for quite some time.

- Lex

Paul Cutler's picture

Christianity has done pretty well and Islam seems to be picking up ground.

Governments seem to have no problem getting their populaces to support this or that war.

Mere commercial products pale in comparison - but I guess on that level Coke is pretty strong -brown, sweet, carbonated water elevated to the level of icon and lifestyle choice…

peace

missgiggles's picture

I am just generally wondering about the whole development of a campiagn which still exists today. Is it true that 'Coke Cola' is the next famous word to the word 'hello'. What other brands do you think matches the quality of pursuasive-ness in advertising and has had a massive responce from the target auduience?

Jackie Frant's picture

Paul, if we were allowed to rate answers - I'd give yours a 10+.

Meanwhile, one of the most successful advertising campaigns EVER in the United States was for Piels beer. That's right - the beer that tastes like crap. Fortunately, good sense followed after everyone tasted it, and knew it was crap. (But working my way as a waitress in a Steak & Brew - all beer was crap to me!!! LOL) Comedians Bob & Ray (oh my, you are probably too young to even know about them!) were hired for spot announcements and commercials - in fact, I don't have to write about it - someone did that for on on Wikipedia -- over here: http://en.wikipedia.org/wiki/Piels_Beer -- now that was strength in advertising...

As for campaigns that I've enjoyed
1. Chivas Regal - a photo of a photostudio table that was empty - and a notice that it was too good to waste.
2. Fred and Ginger in a dance pose - and the caption - remember when all you needed was talent.

In recent years - I'd say Budweiser. But I may be prejudice -- it was one of my neighbors who came up with that one.

Or that EOS (?) car in Europe - those television spots are incredible. Though Bentley has been cute lately with the slogan "For When Your Penis Is Just Too Small" -- LOL

If you can get 10% of the population to try your product because of your campaign - then you have truly had a successful run.

Ricardo Cordoba's picture

I'm not familiar with "Coke Cola". Is it a mixture of cocaine and soda?

(I'm not even half serious.)

Ricardo Cordoba's picture

Miss G, I hope it has not escaped your attention that a bottle of Coke and the Nazi flag share the same colors... Coincidence or conspiracy?

blank's picture

Coca—Cola wins, although I don’t see the company as having different campaigns as opposed to one insane and unyielding effort to blanket the world in marketing. From what I’ve read that company is barely able to quantify the success or failure of individual ads or series of ads because there is literally too much Coke advertising to track it all anymore. As I pointed out in one of your other threads, Coke advertising is the only product campaign to ever near the level of placement that a true propaganda campaign requires, and that’s tough to do.

Another great series of campaigns are the ones that the (American) National Football League did in the 1960s and 1970s to sell advertising to businesses. Those turned the NFL from a scruffy underdog into an indomitable juggernaut, and many people are not aware that they even existed. I don’t know if you can get access to them in the UK, but NFL Films did some great films for the NFL that really broke a lot of new ground in terms of sounds an cinematography.

Hiroshige's picture

United States of America.

Why? Unabated capitalism. Survival of the fittest. You know - the thing they call 'democracy'.

__________
Hiro

blank's picture

While the USA may have inspired a lot of democracies around the world, the prevalence of parliamentary systems shows that other nations still aren’t catching on to direct elections, so the idea clearly is not being communicated very well :(

hrant's picture

Yes, there still is hope that Democracy will be exposed
as the fraud that it is before it infects the entire globe.

As for the original question:
My definition of "successful" is incompatible with advertising.

http://news.bbc.co.uk/2/hi/business/2276123.stm

hhp

blank's picture

Yes, there still is hope that Democracy will be exposed
as the fraud that it is before it infects the entire globe.

Sort of like what happened with Marxism?

hrant's picture

Travel, travel, travel.

hhp

KenBessie's picture

DeBeers Diamonds

Convinced western society that a diamond ring is the only way to signify marriage.

timd's picture

Christmas and Coca-Cola’s part in it.

Tim

missgiggles's picture

Marxism? What's that? and as for pursuasiveness in advertising and/or propoganda, what would you say has had the most success? The Uncle Sam posters where tehy say WE WANT YOU for the war? Were they pursuasive enough to get everyone going? What do you think is the most famous and successful propoganda yet for pursuasiveness? Do you think we could name a certain aspect in history to say 'this has convinced teh majority of people in the world'? COuld you say the cross has and teh architecture of cathedrals etc to depict superiorism and power? What's your opinions to that? Do you think I have a good argument to build something on that in regards to persuasion?

William Berkson's picture

>Is it a mixture of cocaine and soda?

Yes, originally. It seems that it still has the coca leaf in it, but no significant amount of cocaine. See the wikipedia article, on the history of Coca Cola. It still has a lot of caffine.

ChuckGroth's picture

I've always been a fan of Bill Bernach's "Think Small" VW campaign.

ill sans's picture

Nobody mentioned the "United Colors" of Benetton yet? They've done some nice ads (& politically correct).

missgiggles's picture

Yes, very controversial and produced by Tiscani.

charles ellertson's picture

I would say the most successful has been the various religions, who have persuaded people to give up their money, hormonal urges, and even their lives.

By in large, they rely on word-of-mouth and print (in the form of books).

It follows that the second most successful is the campaign by advertising agencies to get corporations to pay them big bucks for results that seem no better than chance.

FWIW`

blank's picture

If you’re looking for persuasive propaganda, look at massive campaign in against the Germans that led to US involvement in World War I. The government and the media worked most of the nation up into a fury, ready to fight against the Hun, who were clearly planning to destroy western civilization. Also look into the anti-Japanese campaigns of World War II; those did such a good job of convincing Americans that Japanese men were buck-toothed, violent, psychopathic rapists that the USA had to launch more subtle campaigns after the war to convince Americans that Japanese men were actually effeminate, weak, and poorly endowed.

But it is also important that you realize what true propaganda is and how it differs from advertising. Read Propaganda: The Formation of Men’s Minds by Jacques Ellul.

Paul Cutler's picture

Everything is propaganda - even this post… :)

peace

charles ellertson's picture

Can you say. with a straight face,

This is an

ADVERTISING AGENCY

crossroads of civilization

Refuge of all the arts

against the ravages of time

Armoury of fearless truth

against whispering rumour

Incessant trumpet of trade

. . .

I think just the last line works

missgiggles's picture

James, do you mean World War II or World War I? Hmmm...

wormwood's picture

MILK...

...for the success in promoting it's consumption by anyone beyond the age of 18 months. It's bloody weird on so many levels.

I'm not anti milk. I just don't like the stuff.

Nick Shinn's picture

Incessant trumpet of trade

No, I couldn't say that with a straight face (a little too histrionic), preferring JK Galbraith's "consumer advertising provides...a relentless propaganda on behalf of goods in general."

However, I would point out that advertising pays for the fourth estate, which is the best antidote there is to the abuse of power.

Also consider that life expectancy, standard of living, pollution rates, and political rights and freedoms are all better in societies where there is more advertising.

Now if only we didn't live on a finite-sized planet, consumerism wouldn't be such a problem.

blank's picture

James, do you mean World War II or World War I? Hmmm…

I was referring to campaigns that relate to each war, respectively.

hrant's picture

> Also consider that life expectancy, standard of living,
> pollution rates, and political rights and freedoms are
> all better in societies where there is more advertising.

Pure bull.

hhp

pattyfab's picture

"Think Different" was not bad.

But to talk about companies - or brands - like Coke, or Nike, or McDonalds in terms of advertising campaigns is only part of the story. It's more about the branding of America.

As far as global influence goes... you can't leave out ExxonMobilShellGulfBPCitgo etc which bears a tremendous influence both on the way we live (why are cars less fuel efficient now than they were in the 70s) on global politics (Iraq war) and on the environment. But that's not so much advertising as lobbying.

Marxism? What's that?
Missgiggles I really hope that was not a serious question. If it was, you might acquaint yourself with wikipedia before posting something so thumpingly obvious.

hrant's picture

Do not blame the brainwashed.

hhp

Hiroshige's picture

The abduction of Christmas by friggin Santa Claus.

Why do we lie to our childern?

_________
Hiro

lindsaydurango's picture

Hiya. I'm a longtime admirer/reader on typophile. I wish I had first been compelled to post something to riff on a design discussion or with a type question, but I find myself writing instead because I'm concerned missgiggles is taking advantage of the forum.

I've read a few of your questions, missgiggles, and I feel like you're handing over questions that you should research for yourself and are asking, instead, for the typophile posters to toss around. Doesn't feel kosher.

Perhaps I'm overreacting, but I just had to say something!

sch2525's picture

Lindsay,

Welcome to the forums, but I think Miss Giggles is fine in posing this questions here. If her intent is research, then she is conducting a questionaire to gain the insight of others - why can't the Typophile forum be a source of that insight? While I agree that she can't base her entire research on people's resposes (and the reponses), her questions are legit and thought provoking. The point of a forum is to open discussion about a topic - and her topic is relevant to the audience.

Since you've been poking around here for a while, you should know that most of the responses are from Typophile veterans who obviously have no problem answering the question at hand.

If this isn't the place for asking creative people a to think constructively, then what is?

missgiggles, my short answer is social media such as Myspace, Facebook, and YouTube. These companies don't do any advertising whatsoever yet have millions of hits every day all over the world. I don't think word-of-mouth advertising (or perhaps word-of-keyboard would be more appropriate) has ever been more effective.

I'm not sure about the UK's Pop Idol, but in the US, more people vote for American Idol than in the US Presidential election - I'd say that would be a place to start researching persuasion too.

-Scott

jupiterboy's picture

Christianity has done pretty well and Islam seems to be picking up ground.
Governments seem to have no problem getting their populaces to support this or that war.
Mere commercial products pale in comparison - but I guess on that level Coke is pretty strong -brown, sweet, carbonated water elevated to the level of icon and lifestyle choice…
peace

god adds death to everything that makes living nice

(slow down. chew food. spell. thank Ms. Fabricant.)

pattyfab's picture

god ads death to everything that makes living nice

Do you mean "ads" or "adds"?

either way I am inclined to agree...

TBiddy's picture

Lindsay and Scott...Lindsay raises a good point, and Scott your response makes me feel like you're relatively new here as well. If you both go back and look at some previous posts...you'll find these points and concerns raised before. (I think that's as mildly as I can state that.) :)

Marxism? What’s that?

Hmmm. What are they teaching in college these days?

lindsaydurango's picture

I'll better inform myself next time :)

Now it's time for me to think about posting some designish comments one of these days.

pattyfab's picture

Well yes, and Lex's post (first one) speaks to this point as well.

It's not the topic of discourse but the mode. To state it mildly.

Hmmm. What are they teaching in college these days?

This is why I'd never recommend someone go to design school. To learn about history purely from the standpoint of whether logos use the same colors, rather than the other way 'round...? Makes no sense to me at all. You need context. But I've said this before.

Ricardo Cordoba's picture

I find myself writing instead because I’m concerned missgiggles is taking advantage of the forum

I'm with Lindsay -- and like Biddy says, it's not the first time this issue has been raised.

blank's picture

I find myself writing instead because I’m concerned missgiggles is taking advantage of the forum

I’m siding with Miss Giggles. All she has done is ask for advice and opinion, neither of which will get one very far when it comes to serious academic research. Unless she happens to attend some new sort of school where students can pass of a bunch of forum posts as serious academic research (then again, I quoted Erik Spiekermann’s posts in a paper, but it was alongside about a dozen published works.) I think that the vast majority of her thesis work will be done outside of the Typophile forms.

hrant's picture

I'm always amazed at what people get angry at.

She's simply being a student. And nobody is forced to help her.

hhp

Miss Tiffany's picture

Exactly. If you don't want to contribute you don't have to contribute. There are hundreds of threads in the archives which were read by many and commented on by no one.

charles ellertson's picture

If this is student work and our words used whole cloth, I hope these pearls are cited/attributed, not just borrowed. Ideas are free, statements not. Of course, if this is for a commercial project, that would be a forlorn hope.

Ricardo Cordoba's picture

Dream on...

bieler's picture

I've noted missgiggles posts only during periods when classes are in session. I suspect we are doing the assignments for her.

At any rate, one of the most shrewdest, minimalistic, and financially successful of advertising campaigns I have seen in recent years was when Microsoft took out a full page ad in various magazines announcing amnesty to the estimated one million "unregistered" users of Word. No questions asked, just send in the attached registration form. A couple of months later MS offered the upgrade to the newly released Word 6 at $100 a pop. Sweet.

Gerald

pattyfab's picture

Dang, I wish I'd seen that promo - I'm still in the ranks of the unregistered.

My last word on the subject (I swear). I have no objection to missgiggles - or anyone - picking our collective brain. What bothers me is (1) the laziness of her posts. They are totally discombobulated both grammatically/linguistically and in terms of content, and often contain questions that could be easily answered by a simple google or wikipedia search; and (2) her inability to respond to constructive criticism - either about her ideas or her writing. Granted there has been some unnecessary flaming, but as I have said before, if she is to expect the kind of thoughtful, reasoned responses she usually gets here, it seems to me she could provide the same courtesy - thoughtful, reasoned queries. I suspect that the collective irritation on the forum has less to do with her "inquiring mind" than with her attitude.

Palatine's picture

It's what motivates you to buy something you didn't know you wanted, after which you wonder why you'll ever use it.

Something about ice to eskimos . . .

charles ellertson's picture

I rather imagine missgiggles comes here to get giggles, not homework. Something like "Dear Abbe" use to accuse the Yale students of . . .

John Hudson's picture

The Uncle Sam posters where they say WE WANT YOU for the war? Were they pursuasive enough to get everyone going?

This image and slogan, and others like it, were copied from this British original, depicting Lord Kitchener, then head of the British armed forces. The Uncle Sam version is graphically more sophisticated, particularly in its use of colour, but I think ultimately less powerful for using an imaginary representation of the nation rather than a real man (with a real moustache!).

No, these posters were not persuasive enough to get everyone going. Both countries had to introduce conscription.

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