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The greatest advertising campaigns of the XX century

Advertising is an important part of any business. One way or another, we all deal with advertising, some as creators, some as consumers. Now, in the modern world, advertising has become a special type of art. She surprises, delights, shockes. Among the examples of advertising there are both masterpieces and absolute absurdities.

The history of advertising goes back to antiquity, when sacred symbols existed that functioned as distinguishing different cults from one another. In America, advertising reached its most dynamic and intensified development in the late 19th and early 20th centuries. Then the largest manufacturers began to rapidly develop their activities, who had the intention to enter the world market and gain a firm foothold in the minds of consumers. In Europe, where this process took place a little earlier, the advertising industry was already more established and not so stormy.

Promotion of consumer goods required vigorous advertising, and this gave rise to the best, original, sometimes crazy ways to advertise goods in the minds of manufacturers.

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To begin
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 received 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 has been over a hundred years old.

To create a revolutionary advertising strategy, only the biscuit recipe was left the same. Everything else was radically new. The first thing that deserves special attention is the name of the cookie. Here, advertisers from NW Ayer And Son 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, the 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 that has a million dollar budget.

Andrew Jergens Company – Woodbury Soap Soap (1911)
From 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 the most successful advertisers in America of those years, Helen Resor, received a proposal to work on creating an advertisement for Woodbury Soap soap, which she immediately accepted.

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