Breakthrough Advertising Campaigns

America can on brown sand near body of water

Introduction

Breakthrough Advertising Campaigns are long-term advertising strategies that build long-term brand awareness and recognition. Breakthrough advertising campaigns happen when you connect with consumers’ desires and emotions, not their logical thinking. Breakthrough advertising has a powerful effect. It triggers desire and emotion in the consumer and makes them want to buy.

Breakthrough advertising campaigns are not created overnight. These campaigns take time, effort, and perseverance. Breakthrough advertising campaigns are long-term strategies and require consistent marketing efforts. Breakthrough advertising campaigns are designed to establish your company as the market leader in your industry and create positive associations with your company and your brand. Breakthrough advertising campaigns seek to build your company’s brand equity.

Examples Of 3 Successful Breakthrough Advertising Campaigns

“The King of Beers” Campaign

Anheuser-Busch’s (whose nickname is “Budweiser”) first advertising campaign was “The King of Beers.” This campaign began in 1876 and lasted through 1968. This advertising featured the Clydesdale horses, the symbol of Budweiser. In 1933, Adolphus Busch, Jr., purchased Anheuser-Busch. He changed the company’s name and created the Budweiser advertising campaign based on the image of the Budweiser Clydesdales, not just Budweiser beer. The advertising campaign focused on “The King of Beers” (Budweiser) being “The King of Beers.”

The Budweiser advertising campaign grew to be one of the most successful in history, not only for its advertising but for its product as well. Anheuser-Busch was one of the top beer brands in the United States. Anheuser-Busch’s sales increased from $149 million in 1954 to $690 million in 1982. Anheuser-Busch was the number one selling beer in the United States until 1984.

The Budweiser advertising campaign was so successful that Budweiser’s competitors imitated it. Anheuser-Busch’s advertising campaigns remain some of the most successful breakthrough advertising campaigns in history.

The ‘Got Milk?’ Campaign

“Got milk?” was the most successful advertising campaign in history.

In 1984, advertising agency Crispin Porter + Bogusky (CPB) had an idea: Instead of spending tens of millions of dollars on commercials, the agency would create a campaign that promoted milk as a cultural icon. They called it “Got Milk?”

The commercials featured celebrities like Bob Dylan, Yoko Ono, and Jay Leno. The ads were humorous and poked fun at celebrities’ drinking habits. CPB knew the campaign would be expensive, so they created a bizarre website, gotmilk.com, which offered virtual milk. Visitors could download a virtual carton of milk in exchange for information like age, favorite music, and favorite celebrities. CPB also tapped the Internet to spread the campaign. People could send milk-related messages to friends and family. The effort was so successful that President Bill Clinton joked that the campaign had “gotten milk into the White House.”

The commercials and website were a hit, and the dairy industry enjoyed explosive growth in the next decade. It didn’t hurt that CPB had a clever strategy: The milk brand was envisioned as “Got Milk?” because most people answered “yes” when asked if they had milk.

The “Got Milk?” campaign is credited with bringing milk back into popular culture, and CPB’s advertising firm remains a prominent player in the industry.”

The ‘Dove’ campaign

When Dove launched its Campaign for Real Beauty, its message struck a chord with consumers. The ads tapped into a widely held belief that women shouldn’t buy into the unrealistic standards of beauty promoted by the media.

It climbed up to the top of the charts, generated billions of media impressions, and generated $250 million in sales. For one thing, the messaging spoke to women as nobody else has.

The commercial went viral in 2011, and it wasn’t long before it sparked hundreds of memes and parodies. The commercial’s success epitomizes how powerful advertising can be at changing people’s perceptions and revealing our deepest, darkest secrets.

But there is something else that made this advert a true breakthrough.

The ad was not about Dove as a company or its products. It was about the women who use the products. The ad didn’t just feature women using Dove products. It featured women being themselves — unapologetically. The ad didn’t rely on images of perfect female bodies. It featured women in swimsuits (because Dove’s products don’t necessarily make them more beautiful). It featured women with different body types, skin tones, and ages. This wasn’t just another “beauty” advert. It was about rewarding women for being themselves. It was a refreshing message in an age where women are constantly bombarded with messaging that tells them they’re not good enough. A message that spoke to women in a way that no other ad had before.

Click here to read about the top 15 ad campaigns of the 21st century.

Conclusion

Today, everyone sees an astonishing number of ads. Even intelligent and savvy consumers have difficulty figuring out which ones are real and which ones are just marketing.

What if you could get your message in front of consumers in a way that they could easily understand, stand out, and be remembered? That’s the idea behind Breakthrough Advertising.

Breakthrough Advertising stands for creative advertising that is a far cry from the standard fare.

What separates Breakthrough Advertising from ordinary ads is how they tell a story rather than deliver information.

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