Saumya Gupta

THE MOST SUCCESSFUL AND

INNOVATIVE MARKETING
CAMPAIGNS
Knowledge Camp - 2010
Entrepreneurship Cell

IIT Kharagpur
 Saumya Gupta
Volkswagen
“Think Small” campaign - 1959
Saumya Gupta
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Why Think Small?
 Volkswagen hired the Doyle Dane Bernbach ad
agency to create a campaign that would introduce
the Beetle to the U.S. market in 1960

Saumya Gupta
 Ads before it were either information-based and
lacking in persuasion, more fantasy than reality, or
relied on the medium's ability to deliver repeated
exposure
 Beetle ads were breathtakingly simple
 Told about the disadvantages first, connecting people
emotionally
 Still believed to have made the most lasting impact
 Saumya Gupta
Nike
Just do it. - 1988
Nike’s Just Do It Campaign
 Nike spent $300 million on overseas advertising
alone

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 With this campaign, Nike was able to increase its
share of the domestic sport-shoe business from 18
percent to 43 percent, from $877 million in
worldwide sales to $9.2 billion in the ten years
between 1988 and 1998
 80% of the products sold were never used for the
purpose they were actually meant to serve
 These ads retained the “I Don’t Care” attitude of
Nike, but incorporating jokes at the same time

Nike’s Just Do It Campaign
 Reebok was sweeping the aerobics race and gaining
huge market share in the sneaker business

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 “Just Do It” ads practically shamed people into
exercising, and more importantly, to
exercising in Nikes



 Saumya Gupta
De Beers
A Diamond is Forever - 1948
A Diamond is Forever
 A young copywriter working for N. W. Ayer & Son,
Frances Gerety, coined the famous advertising line
"A Diamond is Forever" in 1947

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 Named the best advertising slogan of the 20th
century
 Success of the slogan eventually led De Beers to
introduce the ‘Forever’ marked diamonds
 ‘Forever’ marked diamonds were even introduced in
India, China and Japan (as ‘Sangini Diamonds’ in
India)
 Saumya Gupta
Marlboro
The Marlboro Man – 1955
The Marlboro Man
 Believed to be the best ad icon of all times
 Created by Leo Burnett Worldwide

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 A feminine campaign with the slogan “Mild as
May” was transformed into one that was
masculine in a matter of months
 Although there were many Marlboro men, the
cowboy became the most popular
 By 1955, sales were at $5 billion a year, a
3241% jump over 1954
 In 1972, Marlboro became the no. 1 cigarette
brand in the world
Saumya Gupta
 Saumya Gupta
McDonald’s
Ronald McDonald - 1963
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The Story of Ronald McDonald
McDonald’s advertising executive Roy Bergold


met the clown Ronald in Milwaukee. "Ronald

was visiting sick children and he came upon a

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youngster in a coma," recalls Mr. Bergold. "I
watched as the child's eyes began to flicker as
Ronald stood by his side. The boy actually
regained consciousness during his visit.
There's no way to explain how it happened or
why, but it was nothing short of amazing."
Ronald McDonald
 Exemplifies one of the most important
qualities of an effective commercial
character: He doesn’t sell for McDonald’s. He

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is McDonald’s
 Ronald was first introduced by McDonald's
Washington franchisee Oscar Goldstein and
a local ad agency in 1963
 Ronald has now starred in films, and has even
danced with New York City rockettes
 His face is recognized by 96% of American
children
 Ronald sells in more than 25 languages
 Saumya Gupta
McDonalds
You deserve a break today - 1971
You Deserve a break today
 Believed to be the topmost jingle of the
century

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 McDonald’s introduced many slogans and
jingles, the latest one being “I’m lovin’ it”,
still this jungle continues to be on the top
Saumya Gupta
 Saumya Gupta
Coca Cola
Various slogans – 1886 to 2010
Coca Cola
 Started in 1886 with “Drink Coca Cola”
 1887 - Delicious! Refreshing! Invigorating!

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Exhilarating!
 1917 - Three million a day.

 1925 - Six million a day.

 1929 - The pause that refreshes

 1945 - Coke means Coca-Cola

 1970 – It’s the real thing

 1993 - Always

 2000 – Enjoy

 2010 - Twist The Cap To Refreshness

Coca Cola
 “The pause that refreshes” – 1929 believed to
be the most effective of all

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 Coca Cola sometimes introduced slogans in
different languages for different countries,
though very rarely
 In India, the most effective slogan of Coca
Cola has been “Thanda matlab Coca Cola”,
introduced in the early 2000s
 Saumya Gupta
BMW
The Ultimate Driving Machine - 1975
The Ultimate Driving Machine
 Introduced in 1975 by the advertising agency
Ammirati and Puris

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 Dropped the slogan in 2005

 During 30 years, its sales in the US have gone

from 15,000 units to 266,000 units
 Now established in various countries,
including India
 A state of the art assembly plant in Chennai,
established with an investment of more than
100 crore rupees
 Saumya Gupta
Apple
“1984” - 1984
1984
 Considered a masterpiece in advertising
 Conceived by Steve Hayden, Brent Thomas
and Lee Clow at Chiat/Day, Venice, produced

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by New York production company Fairbanks
Films, and directed by Ridley Scott
 Ran for only two times on television, once in
1983 and once in 1984, that too solely for
the purpose of making it eligible to enter
award ceremonies
 Won several awards, including the Grand Prix
award in the Cannes Advertising Festival,
1984
 The ad was an allusion to George Orwell's
noted novel, 1984, which described a
dystopian future ruled by a televised "Big
1984
 The ad used an unnamed heroine to represent
the coming of the Macintosh, indicated by
her white tank top with a cubist picture of

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Apple’s computer on it, as a means of saving
humanity from "conformity"
 The heroine became a signature
representation of the Apple computers
 In 2004, Apple reposted a new version of the
ad on its website, in which an iPod, complete
with Apple’s signature white earbuds, was
digitally added to the heroine
Saumya Gupta
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AN ANALYSIS
 Why these ads worked
Innovativeness
 Most of these ads were a watershed,
discernibly changing the culture of
advertising or the popular culture as a

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whole.
 The Volkswagen ad clearly was innovative for
that time and it actually introduced a new
category of ads, in which the ad describes
the simplicity of its product, rather than
unrealistic functions
Unforgettable
 The Marlboro Man: Nobody could forget him
 The McDonald’s jingle: Played repeatedly on

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Radio stations, TV
 Saumya Gupta
THANK YOU
 Life toh aisa……..
