Great advertising campaigns in world history
Advertising is an important part of any business. We all deal in one way or another with advertising, someone as creators, someone as consumers. Now, in the modern world, advertising has become a special kind of art. She surprises, admires, shocks. Among the examples of advertising are found both masterpieces and absolute absurdities.
The history of advertising with its roots goes far back to antiquity, when sacred symbols existed, performing the function of distinguishing various cults from one another. In America, advertising reached its most dynamic and intensive development in the late 19th and early 20th centuries. Then the largest manufacturers began to rapidly develop their activities, who had the intention to enter the world market and firmly establish themselves in the minds of consumers. In Europe, where this process took place a bit earlier, the advertising industry was already more established and not so vigorous.
The promotion of consumer goods demanded an active promotional activity, and this gave rise in the minds of manufacturers the best, original, and sometimes insane ways of advertising goods.
Great advertising campaigns in world history
1. National Biscuit Co. – Cookies Uneeda (1899).
This advertising campaign is considered to be a real revolution in the food industry, as consumers got what no manufacturer could give them. The manufacturer of biscuit cookies National Biscuit Co., in collaboration with the advertising agency NW Ayer And Son, created such advertising, which is still on the list of the best advertising campaigns in the world, although it is already more than a hundred years old.
To create a revolutionary advertising strategy, the former left only the recipe for biscuits. Everything else was radically new. The first thing that deserves special attention is the name of the cookie. Here, advertisers from the agency NW Ayer And Son deftly used an interesting pun. The name of the cookie “Uneeda” is a combination of the words “You need a”, which means “You need”. Immediately, a new product slogan appeared: “Whatever you forget, we will say it again – Uneeda biscuits.”
Cookies “Uneeda” attracted with its packaging, because they were sold in thick cardboard boxes, unlike most other sweets, which at that time were most often sold by weight. Cardboard packaging allowed the liver to retain its shape longer, not to break and not crumble. For the company itself, the choice of just such a package was based on two factors: firstly, it forced buyers to buy exactly “Uneeda” cookies due to its ease of transportation, and secondly, various information about cookies for consumers was placed on the package itself.
Going into any store, it was impossible not to pay attention to the beautiful, bright box of cookies among the inconspicuous mountains of weighted products. However, most importantly, thanks to which this advertising campaign has become so successful – this is a unique advertising hero, the boy Uneeda. In the advertisement, he was presented as a charming, naughty boy who loves sweets very much. On some advertising posters, he carried a huge box of biscuit biscuits through the rain, on others – he just stood with a package of cookies in his hands, lovingly pressing the desired sweets to himself.
The greatest advertising campaigns of the XX century
This boy in a raincoat and boots became a symbol of the brand, and thanks to him, sales jumped up and stayed at the highest levels for a long time. Advertising biscuits Uneeda – the first in the world of advertising, which has a budget of one million dollars.
2. Andrew Jergens Company – Woodbury Soap Soap (1911).
Since the 70s of the XIX century, a specialist in dermatology, John Woodbury began to make soap. Either he understood little in the art of design and decoration, or he considered this moment not so significant, but he decided to put his own portrait on the packaging of soap that he produced and sold. Although placing a portrait of a person on hygienic product packaging was not a good solution, Woodbury was able to stand out among the competitors, who at that time decorated their products only with company logos.
The greatest advertising campaigns of the 20th centuryAfter a time, the Andrew Jergens Company bought the Woodbury Soap trademark, which did not immediately change either the name or the packaging design. However, time has shown that changing something was necessary. There was almost no sales, and not because of the quality of the products.