Effective advert campaigns.

United Colours of Benetton:

The clothing brand was most successful in the 1980's and the 1990's.
This case study suggests that their "shock" advertising campaign, linking to their "shock" factor of introducing colours into a fairly bland coloured clothing market, was the reason behind their success.

http://andreiadis.net/files/Marketing_UCB.pdf (page 18)

It also suggests that the company lost momentum and its sales plummeted when they could no longer sell the "shock" factor - they had introduced colours so there was nothing much left to do. Their advertising campaigns could only reintroduce the "shock" factor so many times before the novelty wore off.

Some examples of their "shocking" adverts:

Their adverts seem to be carrying the idea of skin colour not mattering, thus let the colour of clothes matter instead. Or spreading and joining colour across the world, with their international brand, encouraging colourful clothes, and colourful, international communities/friendships/families?





Old Spice:

In 2010 Old Spice rebranded themselves with a brand new ad campaign.
Until then, a lot of young people probably didn't know what is was.

Now, this face, and this mans voice are well associated with Old Spice aftershave and related mens shower products.
















Not only did Old Spice release several video adverts using the same character, with amusing, memorable catch phrases, they also have interactive websites that fit in with the character.

Such as: http://oldspice.com/explosion/

The adverts are also known for how they are filmed - usually with just one take and no fancy CGI editing after.

And the making of:

The adverts, with their somewhat ridiculously over-the-top manliness, has inspired many spinoffs, showing just how well the advert campaign has launched the product. 

http://mashable.com/2010/07/27/old-spice-sales/ - Articles from 2010 reporting on rapid sales boosts for Old Spice.


Nike - Just Do It.

Back in the late 1980's Reebok dominated the sports clothing market, and Nike wanted in. They redesigned their advertising campaign, getting sports personalities, and celebrities to push the idea "Just Do It" - to go out and do it, but you can only do this when wearing Nike clothing. Nike clothing helps you go out and be who you want to be.
And it worked.

Here are some other successful adverts:

http://inspirationfeed.com/inspiration/advertising-inspiration/50-creative-effective-advertising-examples/