Great advertising campaigns in world history
National Biscuit Co. – Uneeda cookies (1899)
This advertising campaign is considered a real revolution in the food industry, as consumers got what no manufacturer could give them before. The biscuit cookie maker National Biscuit Co., in collaboration with the NW Ayer And Son advertising agency, has created an ad that is still on the list of the best advertising campaigns in the world, although it is over a hundred years old.
To create a revolutionary advertising strategy, only the biscuit recipe was left unchanged. Everything else was radically new. The first thing that deserves special attention is the name of the cookie. Here, NW Ayer And Son advertisers cleverly used an interesting pun. The name of the cookie “Uneeda” is a combination of the words “You need a”, which means “you need” in translation. Immediately, the slogan of the new product arose: “So you don’t forget, we will say it again – Uneeda biscuits”.
Uneeda cookies were also attractive for their packaging, because they were sold in dense cardboard boxes, unlike most other sweets, which at that time were most often sold by weight. Carton 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 customers to buy Uneeda cookies because of its convenient transportation, and secondly, various information about cookies for consumers was placed on the package itself.
Having visited any store, it was impossible not to pay attention to a beautiful, bright box with cookies among inconspicuous mountains of weighed products. However, the main thing is why this advertising campaign has become so successful – it is a unique advertising hero, Uneeda boy. In the advertisement he was presented as a charming, mischievous kid who loves sweets very much. On some advertising posters, he carried a huge box of biscuit cookies through the rain, on others, he simply stood with a package of cookies in his hands, lovingly clutching the desired sweets.
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. Uneeda’s biscuit ad is the first ad in the world to have a million dollar budget.
Andrew Jergens Company – Woodbury Soap Soap (1911)
Since the 70s of the 19th century, dermatology specialist 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 packages of hygiene products was not a good solution, Woodbury was able to stand out among competitors who at that time decorated their products except with company logos.
The Greatest Advertising Campaigns of the 20th Century Over time, the Woodbury Soap brand was bought by Andrew Jergens Company, which did not immediately change its name or packaging design. However, time has shown that changing something was necessary. There were practically no sales, and not because of product quality, but because of the lack of a successful marketing strategy. So, one of America’s most successful advertisers of those years, Helen Resor, received a proposal to work on creating an advertisement for Woodbury Soap soap, which she immediately accepted.
Helene was a desperate defender of women’s rights in various spheres of life, and the main idea for the advertising campaign also chose a female look at this product. The creation of the “female” soap was the main task of Helen, which she set for herself. The portrait of the first manufacturer was removed from the packaging of soap, and replaced by a cute and delicate design – one that fits much better into the new concept of the product. Knowing female psychology very well, Helen Rezor understood exactly what promise could make women buy this particular soap – a promise to make them attractive and desirable. She created the first advertising illustration for Woodbury Soap soap: it depicted a woman whose neck is tenderly kissed by a man, and the inscription: “I want to touch this skin.”
There were other advertising posters created by Helen, but they all carried only one idea: Woodbury Soap soap can make a woman’s skin so soft and velvet that she (woman) will turn into the most desirable object among all the men around her. And what woman will not get soap that will make her irresistible? Moreover, it was available to everyone. Helene decided to go even further, and added information on how to properly care for her skin in the advertising poster. And everyone who provides an advertising booklet in the store promised a trial free soap sample. Of course, women began to attack stores with a whole army in order to get the coveted bar of soap that could make their skin look like “you want to touch and touch.”