Marketing

Ikea produced a reality programme called Trapped in the 90s to commemorate its 25th anniversary in Spain. The show included six individuals who were forced to live in a house that…

So, how can a brand become the first thing that customers think of? Create a new category that does not yet exist in the minds of consumers, and make the brand synonymous with it.…

Revising the promise of the brand. If the consumer allows the brand marketer to reveal a secret advantage of the brand, does it radically expand the customer's connection with the…

Lighter scotches like Cutty Sark and J&B Rare started to eat into the brand's market share in the 1960s. To reverse the sales slump, Edgar Bronfman persuaded his father that a…

Ray Charles appeared in a Joy Pytka-directed Diet Pepsi commercial that pushed an extravagant chartbuster on Super Bowl viewers. After another lucrative campaign using celebrit…

As Pepsi promoted itself as the preferred soft drink of young people and launched an advertising campaign centred on a blind taste test, Coca-Cola's once-vast market dominance beg…

An Italian actor was seen in the 1969 Alka-Selzter commercial "That's a spicy meatball" fumbling his lines while eating a meatball, until he was clearly in need of an antacid at t…

Instead of aimlessly pursuing brilliance the next time you set out to find a fantastic idea, whether on your own or as part of a team, try starting with the question of what the w…

In 1987, Volkswagen decided to put more marketing effort into the Golf model, the second generation. Paula Hamilton played a woman who made the decision to divorce her husband.…

Bartle Bogle Hegarty's (BBH) work for Levi's between 1985 and 1998 was one of the most honoured and acclaimed in the advertising industry. It crafted a fantastical America of sile…

Since its debut on May 5, 1921, Chanel No. 5 has been one of the world's best-selling fragrances, despite its high price tag. Almost nothing about the packaging has changed since…

Levi Strauss & Co. was founded on the West Coast to serve immigrants seeking the American Dream, and the firm eventually shifted focus from workwear to casualwear to appe…

To illustrate how trustworthy it is while simultaneously poking fun at its product (as its audience did) and admitting that it is very unattractive. The most iconic and effecti…

Collett Dickinson Pearce had recently picked up the Parker Pen account. Parker wasn't a brand for the masses. In 1975, Parker introduced the Parker Lady, a smaller and more ele…