Marketing campaigns, however dazzling they seem at the time, can often have a short shelf life. However once in a while, a few initiatives endure for decades.
- Here, we look back at some classic campaigns that permanently shifted our perceptions of what marketing can achieve. Few campaigns can claim to have changed the pattern of daily life. Take the Pan American Coffee Bureau, which helped create the concept of a coffee break at work.
- 8 years ago, Austrian skydiver Felix Baumgartner flew more than 23 miles into the stratosphere in a helium balloon. He then fell to Earth, free-falling before opening his parachute. As he reached more than 840mph, Baumgartner broke the sound barrier, the first human to do so without engine power. Red Bull sponsored Baumgartner, and consequently its slogan, ‘Red Bull gives you wings’, hooked around 7 million people via social media, with 8 million watching the live feed. Worth the expense and risk?
Marketing has the power to influence society.