Most Successful Campaigns
Just do It- Now synonymous with Nike’s brand, this advertising campaign wasn’t created until 1988, almost 25 years after its founding. The “Just Do It” campaign was such a success because instead of just featuring the usual pro athletes, Nike showed real people training in their gear. It gave people permission to see themselves as capable and strong whether they were running marathons or just starting to work out. The simplicity of the message was really it’s beauty, all consumers had to remember for motivation was those three words. The ads were timely- the 80’s saw a surge in health and fitness awareness and the slogan tapped into a universal human experience: the internal struggle between hesitation and action. Over time, “Just Do It” became Nike’s official tagline, a rallying cry, and a core part of Nike’s identity.
Share a Coke- Launched first in Australia in 2011, the ‘Share a Coke’ campaign replaced the iconic Coke logo on bottles with popular first names, instantly creating a sense of individual connection and novelty. As every souvenir and theme park gift shop can attest, everyone loves finding something with their name on it. It also thrived through social media, with customers posting pictures with their personalized coke. But the campaign strived to contribute more than just higher sales. By encouraging consumers to “share a Coke” with friends or loved ones, the campaign promoted emotional moments and social interaction. This campaign is actually coming back, with labels such as ‘bro’ and ‘sis’ added along with first names being printed on Cokes again. Coca-Cola supported this with smart in-store displays, mobile tour kiosks where people could customize bottles, and strong digital integration, making the experience interactive and memorable. Ultimately, the campaign succeeded by humanizing a mass-market product, blending nostalgia, novelty, and emotional appeal to reignite consumer engagement with the brand.
Real Beauty- Dove’s Real Beauty campaign was successful because it radically redefined beauty marketing by challenging the industry’s narrow standards and embracing authenticity, diversity, and emotional connection. Launched in 2004, the campaign featured real women of all ages, body types, ethnicities, and backgrounds — not models — and celebrated their natural beauty. Videos like “Dove Real Beauty Sketches” spread rapidly online, garnering millions of views and sparking global conversation. By featuring “real” people with visible imperfections, Dove built trust and authenticity — a stark contrast to the polished and idealized imagery used by most beauty brands. The campaign leveraged emotion and relatability to drive social sharing. This bold shift struck a powerful chord with consumers who were tired of airbrushed perfection and unrealistic ideals. The campaign tapped into deep insecurities many women have about their appearance and flipped the narrative to promote self-acceptance and confidence. The message was empowering rather than aspirational. It was released at the perfect moment as the culture was beginning to embrace real bodies and the ideas of self-confidence not connected to looks.
Got Milk- The “Got Milk?” campaign began in 1993 as a simple, cheeky reminder of how frustrating life could be without milk — and it quickly snowballed into one of the most successful and enduring ad campaigns in American history. Initially launched by the California Milk Processor Board, the campaign’s earliest ads featured relatable, humorous scenarios where people ran out of milk at the worst possible time — like biting into a cookie or pouring cereal. These ads struck a chord, making milk not just about health, but about daily ritual and emotional satisfaction. The late ’90s and early 2000s brought the iconic milk mustache print ads, which took a more polished, celebrity-driven direction. Featuring stars from Britney Spears and Serena Williams to cartoon characters like The Simpsons, these ads positioned milk as essential, cool, and universally relevant. While still carrying the “Got Milk?” tagline, these versions focused more on health benefits and broader appeal, especially to families and kids. However, by the 2010s, the campaign began to lose cultural relevance as plant-based alternatives rose in popularity and public focus shifted away from traditional dairy. Even after its retirement, the phrase continues to be parodied, referenced, and remembered, proving that few campaigns have achieved the kind of brand imprint “Got Milk?” left behind.
Memorable Campaigns and Commercials
‘1984’ Apple- Directed by acclaimed filmmaker Ridley Scott and aired during the Super Bowl, ‘1984’ broke almost every rule of traditional advertising at the time and made a bold cultural statement. The ad didn’t show the product (the Macintosh computer) in action or explain what it did. Instead, it presented a dystopian, Orwellian world where conformity ruled — until a lone heroine smashed the system, symbolizing Apple’s promise to challenge the status quo. The ad tapped into the growing anxiety about technology and corporate control in the early 1980s. It positioned Apple as a liberating force in a world dominated by IBM, the tech “Big Brother” of the era. Rather than selling specs or features, it sold a feeling — rebellion, individuality, and revolution. That emotional impact created a powerful brand identity. This ad is widely considered the greatest commercial of all time and helped launch Nike into the global dominance they enjoy now.
Where’s the Beef? – Launched by Wendy’s in 1984, was successful because it combined humor, memorability, and a direct competitive message in a way that captured public attention and became a cultural catchphrase almost overnight. The ad directly criticized Wendy’s larger competitors like McDonald’s and Burger King by mocking their big buns and tiny burger patties. It positioned Wendy’s as the brand that offered more actual beef — more value. The line “Where’s the beef?” was short, funny, and easy to repeat. It quickly became a pop culture phenomenon, used well beyond fast food contexts to call out anything lacking substance or value. The phrase tapped into broader public frustrations — people feeling shortchanged in various aspects of life. It even made its way into politics and media commentary. The campaign boosted Wendy’s brand recognition dramatically and led to a significant increase in sales. It proved that a simple, funny concept, executed with perfect timing and tone, could outperform more polished or serious advertising.
Gladiator Commercial- Set in a roaring Roman coliseum and dripping with drama, the Pepsi Gladiator ad brought together three of the era’s biggest music icons: Beyoncé, Britney Spears, and Pink, dressed as gladiators, belting out Queen’s “We Will Rock You” to a stadium of cheering fans. As if that weren’t enough, Enrique Iglesias played the smug Roman emperor, awaiting his power over them — only to be outshined and overthrown in the name of fizzy freedom. With elaborate sets, gladiator costumes, live animals, and a soundtrack that combined classic rock with modern flair, the ad felt like a short film. It borrowed the grandiosity of Hollywood epics like Gladiator and gave it a high-gloss, Pepsi-branded twist. Pepsi used this ad to push the idea of rebellion and individuality. It wasn’t just a soda, it was the drink of the bold. By aligning with artists known for challenging norms, the brand reinforced its youthful, edgy image in contrast to its more traditional rival, Coca-Cola.
Nostalgic Commercials
Mr. Owl- Released in the early 1970’s, it’s hard to imagine anyone in the United States who hasn’t seen this ad. Featuring a little boy and talking animals and drawn on a plain background- it posed the now age old question, “how many licks does it take to get to the tootsie-roll center of a tootsie roll pop?” The boy’s journey through a lineup of wise but unhelpful animals—ending with Mr. Owl crunching into the pop after just three licks—captures a childlike sense of wonder and humor. The hand-drawn animation, friendly narrator, and sing-song dialogue give it a timeless, storybook feel that resonated with kids and adults alike. Beyond entertainment, the commercial also succeeded as a marketing tool. By focusing on the question rather than the product, the ad embedded Tootsie Pops into pop culture. The idea of testing “how many licks” became an actual experiment for kids, turning the candy into more than a treat — it became a fun challenge. Over 50 years later, “Mr. Owl” remains one of the most beloved pieces of American advertising. It demonstrates how a single clever concept, executed well, can create a cultural ripple that lasts for generations. I actually don’t even know if Tootsie Roll has made other commercials, the world may never know…
Hilltop- The second entry for Coke on this list, this commercial may be my personal favorite. Coca-Cola’s “Hilltop” ad, released in 1971, became one of the most successful and iconic advertisements in history because it captured a powerful message of unity, hope, and peace at a time when the world deeply needed it. Set against the backdrop of the Vietnam War and global unrest, the ad featured a diverse group of young people from different nationalities, wearing clothes , singing “I’d Like to Buy the World a Coke.” This simple but emotionally charged gesture symbolized a vision of harmony and human connection, using Coke not just as a beverage, but as a shared experience that could bring people together. The music was key to its success—catchy, heartfelt, and easy to remember, it transcended language barriers and was later turned into a full-length hit song. The ad’s emotional impact, combined with its message of inclusiveness, made it feel more like a cultural moment than a commercial, earning widespread public affection and boosting Coca-Cola’s brand image as a symbol of optimism and global togetherness. The ad came back into popularity in the past few years after it was featured on Mad Men.
Bake and Fill- We had to put a classic infomercial on this list and one of the favorites have always been Betty Crocker’s Bake and Fill commercials. The Bake ’n Fill cake pan set was marketed as a way for everyday people to create show-stopping desserts — think cakes with hidden fillings, ice cream centers, or elaborate layered surprises — all with ease. The infomercial leaned into this fantasy by featuring excited home bakers and wide-eyed kids marveling at cakes that, when sliced open, revealed creamy, colorful centers. The hosts delivered over-the-top reactions and enthusiastic commentary, complete with slow-motion cake slicing and dramatic reveals, making the product seem like a must-have for birthdays, holidays, and bake sales. What made the Bake ’n Fill infomercials particularly compelling was their mix of simplicity and spectacle. The pans looked easy to use, the designs were whimsical, and the end results were meant to look like something from a bakery, even if you were an amateur. Even if the results didn’t always live up to the glossy TV version, the Bake ’n Fill tapped into a comforting dream: that joy, creativity, and connection could be baked into every slice.
