BRANDING

With the help of a trash-talking Betty White on Super Bowl Sunday, Snickers launched what quickly became a globally famous campaign, spanning 10+ years

What keeps going and going longer than an Energizer battery? The Energizer Bunny ad campaign.

The idea behind the 1999 ‘‘Whassup?!’’ commercials was pretty simple. The original ‘‘Whassup True’’ ad featured four friends talking to each other on the phone and greeting each other with the phrase ‘‘Whassup?!’’

The achievement of this campaign, and subsequently the birth of the modern engagement ring industry, illustrates what can happen when you choose to not market a product, but a feeling.

Two words completely changed the trajectory of Old Spice’s sales and would change their marketing for years to come. “Hello, Ladies!” This campaign thrived on knowing its target audience, capitalized on a comedic dialogue between males and females, and was a knockout when it comes to social engagement.

In a world where “no artificial flavors” gets blasted in your face every two seconds by fast food chains, Burger King wanted to show “the beauty of no artificial preservatives.”

Many marketing and advertising professionals define Volkswagen’s “Think Small” campaign as the gold standard and it still influences much of the marketing we consumers see today. This is the ad campaign that arguably, set the bar for copywriters and print advertising, and set it high.