Marketing is an industry that is never standing still, and the aftershocks of each campaign are reaching more and more audiences every day. New campaigns are coming out into the world at an exceeding rate, each more calculated and creative as the last; so how did marketing become one of the most influential, and innovative industries in the world today? Over the last few weeks we have been sharing and celebrating the moments in marketing history that have helped to change the way brands interact with audiences. Here is some of those moments, and why they were so important.
Phineas T. Barnum decided to drum up interest for his upcoming show with newspaper ads, handbills and broadsides – founding tactics of advertising and marketing. Many businesses alike copied Phineas’ approach to bring customers to their doors.
The standardization of the billboard in 1900
The Outdoor Advertising Association of America gave the billboard a standardized structure; meaning big brands could rest easy knowing the same ad would fit billboards all across America. Coca-Cola’s holiday billboard was so successful, it resulted in the contemporary interpretation of Santa Claus.
The birth of the radio station in 1920
KDKA aired to results of the 1920 presidential election, and in doing so, became the first radio station in America. At the time this was a revelation to society, allowing the public to hear news without reading the newspaper. The success of KDKA led to numerous new radio stations, providing plenty of opportunities for advertisers.
Wheaties’ introduces it first athlete in 1934
The now iconic cereal box first featured a sports star in 1934. Baseball star Lou Gehrig became the first of many to star on this cereal box, during the brand revamp. The public were encouraged to eat the “Breakfast of Champions” in order to be like the professionals, an influencing technique that is used throughout modern day marketing.
Before a baseball game was aired in 1941 the world was shown its first ever TV commercial. Bulova clocks and watches paid just 9 dollars for a 10 second slot; kicking of the start of a new advertising era.
Ad Council is set up in 1941
The Ad Council was formed in 1941, and since then has helped to influence and guide Americans on various social issues. Some of its first campaigns focused on the country’s needs as it entered WW2, such as investment and recruitment. To this day the council has helped to raise awareness on important causes, such as drink driving in recent years.
A diamond is forever (or at least since 1948)
In 1948 De Beers were looking to boost diamond sales which had fallen during the Great Depression, ‘A Diamond Is Forever’ was the brands plan. The slogan has gone onto be an iconic saying throughout cultures, and is credited for inventing the modern engagement ring – changing the ideals of marriage itself. De Beers have used the slogan in every campaign since 1948, continuing to prove the impact a successful slogan can have on society.
Pat Weaver brings magazine style to TV in 1955
Pat Weaver was hired by NBC in 1949, and by 1955 he’d revolutionised advertising on TV. As lead of the television division, Pat bought in magazine style advertising in attempt to help the network regain ad control. The changes were hugely successful and allowed for multiple advertisers to display during a show. This method has continued to be used through marketing, preventing any advertiser from holding full control over a program.
Andy Warhol takes on Campbell Soup cans in 1962
Andy Warhol’s famous art installation that glamourized the Campbell Soup cans in 1962, showed the industry the impact art can have on culture and society. His work managed to indefinitely transform this ordinary product into a worldwide known brand.
Advertising Jingles experience their heyday in 1970
Whilst jingles are no longer popular, they experienced a successful heyday in 1970. At the height of their popularity Coca-Cola’s ‘Hilltop’ jingle accompanied their iconic ‘I’d like to buy the world a coke’ campaign. Jingles were used for many years to help to draw attention to advertising campaigns.
The Pepsi Challenge was a high profile campaign rolled out in 1975. The challenge encouraged customers to partake in a blind taste test, which revealed more people preferred Pepsi. This campaign led to Pepsi sales soaring, and showing the world the true power of the people.
McDonald’s Happy Meal is launched in 1979
The iconic Happy Meal, now a staple of the McDonald’s menu, was released in 1979. The concept saw the brand remarket themselves are relatable to consumers with young families. This kind of innovation was unseen in the market at the time, and lead the way for other brands.
Nike sign Michael Jordan in 1984
Michael Jordan has come a long way since he was first signed by Nike in 1984, which projected both Nike and Michael into worldwide recognition. The deal has gone onto become one of the most iconic celebrity endorsements in history.
The Energizer Bunny hops onto our screens in 1989
Known as one of the most famous brand mascots in the US, the Energizer Bunny was first debuted in 1989. The iconic pink bunny has been used throughout countless product campaigns, including LED lights in 1997. The loveable bunny is credited with building the brands customer trust and loyalty – showing other brands how a mascot can pay off.
The pink ribbon has been a symbol of the global movement against breast cancer ever since it was created by Evelyn Lauder in 1992. The logo has gone on to have a profound impact on society, helping to save lives by raising awareness to breast cancer and how people can help the cause.
Got Milk launches in 1993
‘Got Milk’ was the genius tagline created in 1993, it accompanied a humorous TV ad that warmed the heart of the nation. ‘Got Milk’ is still used in modern day campaigns, and is a true example of an timeless classic – that isn’t nearly as easy to create as it sounds.
Ikea’s commercial features a gay couple in 1994
Back in the 1990s when being openly gay was uncommon, Ikea shook-up the industry by releasing this commercial. Promoting how they are open to all families, the advert featured the first openly gay couple. The at the time controversial content, drew a response from both supporters and others.
Google is born in 1998
It’s been nearly two decades since Google was introduced to the world in 1998, since then going on to be the top search engine in the world – and much more. It has developed into an essential advertising tool, with features such as AdWords. Its innovation shows no limits, continuing to deliver culture changing technology, such as Google Earth, Google Maps and most recently the Pixel smartphone.
Back at the start of the millennium when no one could even predict the success Apple was about to have, they released the first ever iPod. The product and Apple’s marketing techniques were both game changing, and set the bar for what consumers expected from the industry.
Apple continues to make headlines in 2003
Apple continued to market themselves as a young, energetic company and their silhouette shuffle campaign helped transcend those traits. The bright colours and catchy music were enjoyable for people of all ages, and soon became a status everyone wanted to be associated with. With earphone sales soared as a result, and to this day remain the dominating headphone colour.
Dove campaign for Real Beauty in 2004
In 2004 Dove launched their Real Beauty campaign which proved the importance of a brand purpose in order to connect with their consumers. The campaign included a diverse group of real women, in order to connect and relate to their customers. This form of marketing was hugely successful, and is used frequently in modern marketing.
Adidas team up with Muhammad Ali in 2004
2004 proves to be a year for iconic campaigns. Adidas launched their ‘Impossible is Nothing’ campaign and pushed passed the slogan standards. ‘Impossible is Nothing’ not only embraced Muhammad Ali’s philosophy and athletic achievements, but inspired their consumers to succeed. The campaign was also credited for empowering women, who are featured throughout.
Nike’s YouTube video hits 1m views in 2005
Brazilian soccer star Ronaldinho starred in Nike’s ad, the commercial became the first video to gain over 1 million views on YouTube. Just four months after YouTube started, Nike showed the industry the marketing opportunities that the video platform provided.
Twitter user invents the #Hashtag in 2007
Chris Messina unknowingly created the phenomenon that is the hashtag. The early twitter user pitched the hashtag as a means of organising messages between online groups, yet the hashtag went on the become used worldwide throughout campaigns, products and everyday life.
Red Bull Media House changed content marketing in 2007
Ever since they burst onto the scene in 2007, Red Bull Media House have continued to deliver content in fun and creative ways. Their methods shook up the industry and infused high intensity sports to their marketing efforts, building excitement amongst consumers never seen before. For instance the Art of Flight campaign featured extreme snowboarding.
Barack Obama embraces social media in the 2008 election
Barack Obama used the powers of social media to help transform his status of an unknown political contender. His social media savviness is credited for helping him on his path to the white house. It showed the world how social media wasn’t a force to be doubted, and that the world was changing in how it operated.
Apple launch the iPhone in 2007
Advertising hasn’t been the same since the impact of the iPhone in 2007. The smartphone has changed the way our world runs, and how people operate on a day to day basic. The handheld device opened up countless of new marketing opportunities, that the industry is still discovering today.
Mad Men revisits the golden age of advertising in 2008
When Mad Men first appeared on our screens in 2008 it quickly rose in the TV show rankings. The award winning show depicted the real life world of 1960’s ad industry culture with enough drama to bring viewers back for more. It referenced famous ad campaigns throughout, such as the Coca-Cola’s iconic ‘Hilltop’ commercial. The drama was credited for documenting the golden age of advertising; drawing stark comparisons to the modern day version, and how far it has come in terms of diversity and strategies.
Betty White helps snickers with their iconic slogan in 2010
Snickers introduced their slogan ‘You’re Not You When You’re Hungry’ at the 2010 Super Bowl. Since the first airing it has been expanded across 80 countries, helping to become one of the most famous brand slogans in the world. Betty White’s cameo was the first of many celebrity appearances, with the brand frequently using guest stars to keep the slogan amusing and relevant to consumer culture; most recently was Danny Trejo in 2015.
Sponsored posts come to Instagram in 2012
Instagram was already one of the most popular social media networks when it introduced sponsored posts in 2012, providing an unparalleled platform for advertisers and marketers. The addition was a game changer, helping brands connect with audiences in ways they couldn’t before. Instagram advertising has gone on to be hugely successful, and essential in helping some brands become as big as they are today.
Smirnoff and Shazam collaborate for transmedial ad in 2013
This brand collaboration led to a TV campaign that encouraged viewers to use the Shazam app to unlock the full ad experience. It was one of the first adverts that experimented with developing technology and how it use new media could improve the advertising process.
Always’ #LikeAGirl campaign empowers women in 2014
This campaign gained worldwide recognition in 2014 for challenging the stereotypes inflicted on women in society. The campaign questioned why ‘Like A Girl’ is has become an insult, and when it happened. The cast and campaign managed to create an international response, calling for discussion and change regarding the empowerment of women.
GoPro invested in content-marketing in 2014
Back in 2014 before the video technology went mainstream, GoPro launched it’s content marketing efforts in order to gain more recognition. The campaign focused on user generated content, acquired through the #GoPro social media tag. The results raised the company profile, and excitement for the products filming capability.
Snapchats first sponsored lens is for the Peanuts Movie in 2015
20th Century Fox became the first to sponsor a snapchat lens in 2015 when they decided it was the best way to target millennials. With millions of their target audience using the social media platform, the first sponsored lens was a huge success and experienced millions of interactions. Many companies have followed suit, and use Snapchat lens as an integral part of advertising.
Barbie stray away from cliché advertising in 2015
During the run up to Christmas shopping Mattel decided not to run with the tried and tested marketing efforts. The ‘You Can Be Anything’ campaign focused on young girls playing out what they want be when they grow up. The risk paid off, creating a conversation amongst both millennial parents and industry experts.
Zara Larsson releases interactive music video in 2015
Clinique teamed up with British pop star Zara Larsson to create an interactive video campaign. The campaign enables users to seamlessly navigate the ecommerce experience, without interrupting the entertainment. Interactive experiences have continued to rise in popularity, as they provide more immersive and memorable brand experiences.
NFL airs its first anti-domestic violence as in 2016
In 2016 the NFL aired its first anti-domestic ad during the Super Bowl, which earned more than 1 billion media impressions as a result. With the rising influence of marketing, the responsibility to raise awareness on social and cultural issues is more prominent than ever before.