Liquid Death – Canned Water!
A graphic designer and former Netflix creative director, Mike Cessario of Delaware, saw the Vans Warped Tour in 2009, and that experience sparked the idea for Liquid Death. He spo…
Iconic Campaigns – Unicef Tap Project
David Droga was selected as one of 20 exceptional artists, scientists, and medical professionals by Esquire magazine for inclusion in their "best and brightest" edition in 2006. N…
The Estee Lauder Pink Ribbon Campaign – Beyond CSR
October is Breast Cancer Awareness Month. Breast cancer is one of the most often diagnosed cancers in women, according to the World Health Organization.
Given the prevalence of…
McDonald’s Happy Meal – Who Actually Created It?
Almost everyone has fond recollections of McDonald's from their youth, and the Happy Meal is largely responsible for this. The legacy of joy and levity that the Happy Meal has lef…
Iconic Ads: American Legacy Foundation/ Truth – Anti Tobacco – Body Bags
In 1999, the American Legacy Foundation was established as a public health organisation with a focus on tobacco prevention and education. Tobacco use was responsible for arou…
The Turnaround at Tiffany
Although the likes of Chanel, Hermès, and Loewe have flourished in Europe, the United States is home to just one luxury label: Tiffany & Co., established by jeweller Charles L…
Toblerone – A Rebranding for the Better
The government of Switzerland threw a spanner in the works. As part of an effort to meet the rising demand internationally and strengthen the Toblerone, Mondelez decided to shift …
Categories Marketing
The Pandemic Makes ‘Ugly’ Fashionable
Ugly footwear has made a comeback. UGGs, Birkenstocks, and Crocs are all part of the "uglycore," a subculture that has developed around unconventional footwear.
Given thei…
Crocs – Ugly Success
In 2002, three entrepreneurs—Scott Seamans, Lyndon Hanson, and George Boedbecker Jr.—conceived of Crocs. Boedbecker and Hanson had a connection from their time as undergraduates a…
Wills Cigarettes – Smoked Success
Henry O. Wills moved to Bristol from Salisbury in 1786 and, with the help of his business partner, Samuel Watkins, built a tobacco store on Castle Street. Wills, Watkins & Co.…
Categories Marketing
The Little Hats of Innocent Drinks
In 1998, three young Cambridge graduates named Richard Reed, Adam Balon, and Jon Wright founded Innocent Drinks, intending to make money at music festivals. All-natural, fresh fru…
Hostile Brands – Success Through Alienation
In the book Different: Escaping the Competitive Herd, Professor at Harvard University Youngme Moon claims that "companies that play hard to get" are hostile brands. Brands that ar…
Repositioning Your Competition
As marketers when we are asked to reposition, we usually look at repositioning our brand. Yet, it is possible to reposition a rival brand or company.
In other words, by creatin…
Cultural Shifts to Brand Shifts
Companies and brands are obliged to adjust to enormous cultural transformations, and modify brand names or alter pseudonyms, that were, in some instances, many years old.
Unil…