Advertising can be successful in many ways, but one of the most important factors for this is innovation, breaking the mold, and creating content that goes against the grain. Companies have done this and, as a result, have remained in the collective memory.
It is no coincidence that most commercials that have been created with an "outside-the-box" approach have become some of the most iconic commercials and products in the history of advertising and media.
The Coca-Cola "Santa Claus" advertisement
During the 1920s, Coca-Cola decided to launch an advertising campaign that would change consumers' perception of the product. The famous soft drink sold well during the summer and hot seasons of the year; however, sales declined during the winter months because consumers associated the brand with a drink that was only consumed during hot weather.
In 1931, the Coca-Cola brand, together with artist Haddon Sundblom, presented the image of Santa Claus to the world for the first time. Its popularity has been so great that even today it remains the quintessential representation of the character.
The aim of this campaign was to use the character as a kind of brand ambassador, promoting the drink as something that people could consume at any time of year, including winter.
This advertising campaign was so famous that it positioned the brand as a leader in advertising, and its product became one of the best-selling around the world, fulfilling the goal of selling Coca-Cola at any time of the year. Without a doubt, this campaign left a mark on history, not only for the brand but also for the world.
Nike and Just Do It
This is one of the most iconic slogans in history, allowing the brand to position itself at the top of consumers' minds as a brand that provides strength, competitiveness, power, and transparency. It was in 1987 when advertisers Dan Wieden and David Kennedy, from the Wieden+Kennedy agency, decided to create a television campaign for Nike, consisting of several commercials showing products for each type of sport.
That was when Dan Wieden felt the need to use a phrase that would unite all these commercials with a common theme that would inspire and represent athletes, and that is how the famous phrase "Just Do It" was born.
They never imagined that this phrase would underpin all the marketing in their commercials, positioning an entire industry, but its origin is somewhat different from what we all imagine.
In an interview, Dan Wieden confessed that his source of inspiration for the brand's iconic phrase came from murderer Gary Gilmore, whose last words were "Let's do it!" directed at the firing squad.
There were many doubts at first, and even the brand hesitated to use the phrase. However, Wieden insisted that without the phrase, the different television commercials would seem somewhat disconnected.
To everyone's surprise, the results of this phrase were very well received by the audience, which motivated Nike to continue using the slogan.
For many, the phrase has become a way of life. What was originally intended for athletes became an everyday mantra. Without a doubt, this phrase broke standards and has had a major impact that will remain in the brand's history.
https://www.youtube.com/watch?v=p_xozTo6wrU
Red Bull Stratos Project
Adrenaline, energy, and extreme sports have always been characteristic of the Red Bull brand; however, they took all of this to another level when,in 2012,they announced their ambitious "Stratos" project.
This project, sponsored by Red Bull, consisted of taking skydiver Felix Baumgartner to the stratosphere in a helium-filled balloon and then returning to earth in free fall. That's right, we're talking about a free fall from a height of 36,576 meters.
As you can imagine, this project broke several records, including:the highest free fall in historyandthe most-watched stream in history. This stream was broadcast on YouTube and received a total of 8 million simultaneous views. In addition, the stream was watched by 52 million users in 50 countries via 80 television channels and several digital channels.
Red Bull began using the project material as part of its advertising campaigns, even though it was not initially intended for that purpose. However, this project significantly increased the brand's profits, generating more than $10 million in media revenue alone. Furthermore, during the first six months after the jump, there was a 7% increase in sales.
Without a doubt, this was one of the advertising campaigns with a huge media impact that not only helped increase sales for the brand, but also positioned Red Bull as a brand that fears nothing through an incredible campaign that was out of this world.
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When the 2000s were just beginning, Apple set out to radically change the way people listened to music with the iPod and iTunes. And it decided to share with people that everything had changed (for the better), celebrating music with silhouettes shaking their stuff.
