Category: Case Studies

In 2015, Apple did something unusual for a technology company: it handed its marketing over to its customers. The “Shot on iPhone” campaign didn’t just promote the iPhone 6s — it fundamentally changed how a hardware feature could be marketed. By transforming millions of ordinary users into brand ambassadors, Apple turned the smartphone camera into […]

Nike’s 1993 “I Am Not a Role Model” campaign remains one of the most provocative and discussed advertising moments in sports marketing history. The campaign centered on NBA star Charles Barkley bluntly declaring that he “is not a role model” – a stark, unexpected message that immediately grabbed the public’s attention. Launched as a TV […]

Levi Strauss & Co. conceived “Go Forth” as a bold brand relaunch to reconnect its heritage of American pioneering with a new generation. The campaign (first unveiled July 4, 2009) was developed with agency Wieden+Kennedy (Portland) and aimed to cast Levi’s as the jeans of youthful optimism and self‑reliance. Levi’s executives described Go Forth as […]

In 1993, The Coca-Cola Company launched one of its most iconic advertising campaigns – “The Polar Bears” – as part of the new “Always Coca-Cola” marketing push. This campaign introduced the world to animated polar bear characters that would become a beloved symbol of Coca-Cola’s brand, especially during the holiday season. The following case study […]

Burger King’s famous tagline “Have It Your Way” is one of the most iconic campaigns in fast-food history, encapsulating the brand’s promise of personalized service and customer empowerment. Launched in the 1970s, this slogan has endured – evolving through decades of marketing shifts and even inspiring Burger King’s modern rebranding efforts. In this case study, […]

GoPro launched in 2002 to let everyday athletes film their own adventures. Its first camera was aptly named the HERO, and the slogan “Be a HERO” followed naturally – the camera was meant to make ordinary users look heroic in their action footage. In practice, GoPro’s marketing positions every customer as the hero of their […]

The “Impossible is Nothing” campaign is a landmark in Adidas’s branding history. Launched in 2004 and revived in 2021, the slogan encapsulates the brand’s inspirational ethos. It was conceived to motivate athletes and consumers to push beyond their limits and to reassert Adidas’s competitive position, especially against rivals like Nike. Drawing on the legendary Muhammad […]

In 1971, McDonald’s was a successful, rapidly expanding burger chain, but it lacked a cohesive national identity. It was seen as a convenient stop for cheap food, but not necessarily a “destination.” Enter Needham, Harper & Steers (now DDB) and their legendary campaign: “You Deserve a Break Today.” This was not just a jingle; it […]

In a global sportswear market dominated by titans like Nike and Adidas, PUMA faced a critical identity crisis in the early 2010s. The brand had drifted too far into “lifestyle,” diluting its performance credibility. In 2014, PUMA launched “Forever Faster,” a daring strategic platform designed not just as a marketing tagline, but as a corporate […]

Coca-Cola’s “Taste the Feeling” campaign, launched in January 2016, marked a pivotal shift in the beverage giant’s marketing strategy. This was more than just a new tagline – it was Coca-Cola’s first unified global campaign across all its product variants (Coca-Cola Classic, Diet Coke/Light, Coke Zero, and Coca-Cola Life). Replacing the seven-year-old “Open Happiness” slogan, […]

Volkswagen’s 2011 Super Bowl commercial “The Force” became one of the most iconic automotive ads of all time, blending nostalgia, humor, and heart to deliver a powerful brand message. The ad features a pint-sized Darth Vader attempting to wield the Force around his home, only to be astonished when he seemingly starts his dad’s Volkswagen […]

Apple’s 2018 “Welcome Home” campaign – a four-minute spot for the new HomePod speaker – represents a landmark in the brand’s advertising. Instead of a typical product demo, Apple enlisted Oscar-winning director Spike Jonze to create a surreal, cinematic story. The ad stars a tired city worker who says “Hey Siri, play me something I’d […]

Coca-Cola’s Open Happiness was a bold global brand campaign launched in January 2009. It built on the earlier “Coke Side of Life” platform and invited people worldwide to “pause and refresh themselves with a Coke, to ‘open happiness’ and enjoy life’s simple pleasures.”. The tagline Enjoy life’s simple pleasures became the campaign slogan. Designed by […]

In the early 1980s, Pepsi was locked in a fierce “cola war” with Coca-Cola, striving to capture the youth market and shake its image as the perennial runner-up. Pepsi had a history of targeting younger consumers – most famously with its 1960s “Pepsi Generation” campaign that aligned the brand with the youthful, upbeat lifestyle of […]

Patagonia’s 2011 “Don’t Buy This Jacket” campaign represents one of the most counterintuitive and successful marketing strategies in modern business history. This paradoxical approach to advertising, which explicitly discouraged consumption on the biggest shopping day of the year, not only reinforced the company’s environmental values but also generated substantial business growth, with sales increasing by […]

Campaign Background and Objectives In the early 2000s, McDonald’s – the world’s largest fast-food chain – was facing serious challenges that threatened its dominance. By late 2002, the company’s performance had faltered: it posted its first-ever quarterly loss amid slumping sales, a declining share price, and growing consumer discontent. McDonald’s was being criticized for slow […]

In the ever-evolving landscape of digital marketing and diminishing attention spans, it’s a rarity to encounter a campaign that withstands the test of time. Yet, American Express’s iconic “Don’t Leave Home Without It” slogan has not only endured but thrived. As we delve into this comprehensive case study, we’ll meticulously unpack the strategies, far-reaching impact, […]

Always is Procter & Gamble’s flagship feminine hygiene brand. Since the 1980s it has focused on puberty education and empowering girls – reaching over 17 million girls in 65+ countries through programs on confidence and menstruation. However, by 2013 Always’s purpose (supporting girls at puberty) was not evident to Millennials, and its communications had become […]

By the 1990s, Guinness was a well-known global stout brand, but it faced new challenges: stout was seen as heavy and time-consuming to pour, especially compared to quick-pouring lagers. In fact, market research had found many consumers viewed the famous 119.5-second pour as a drawback. Andy Fennell (Guinness marketing director, 1997–2001) later recalled that the […]

Google’s “Year in Search” is an annual reflection of the top global search trends, capturing key events, cultural movements, and collective societal emotions. It started in 2010 as Google’s “Zeitgeist” report and evolved into a highly anticipated year-end campaign showcasing the world’s most popular search queries. The campaign centers around an emotive short video, produced […]