As the year comes to an end, many marketing departments are looking back at the year’s results to see if their plans were successful. With the new year and the Super Bowl just around the corner, advertisers are analyzing what worked and what didn’t.
One of my favorite ad campaigns was the Old Spice Guy. I also enjoyed the Snickers Betty White ad. The Wall Street Journal had a nice article about “The Best and the Busts” advertisements from 2010. This article mentioned the Old Spice and Betty White ads. I was curious as to the success of Old Spice specifically, as that was a product I had previously associated with older men and drug stores. According to their article, “Since February, the initial video has drawn over 25 million views on YouTube. More important for Procter & Gamble, the Old Spice brand saw sales double from mid-June to mid-July versus the prior year, a period when the social-media part of the ad campaign heated up.”
Not all campaigns have been as successful. Some failures that were listed in the WSJ article include:
- PepsiCo’s Crunch Time Sun Chips Ad
- The Nike Tiger Woods Apology
- Gap’s No-Go-Logo
In the marketing courses I teach, we often discuss advertising. For current advertising examples of how to create a specific effect, I like a site called Adcracker.com. Check out some examples of advertisement styles by clicking the following links: