The twentieth century has become a time of rapid development both advanced technologies and methods to control human consciousness. These fancy tendencies that people didn’t even think about came true when еpatage and eccentricity became the main feature of advertisement in the twentieth century. In this essay, I tried to implement an analysis of the greatest advertisement tricks in the course of these hundred years.
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1) When Red Bull Company appeared on the market, Pepsi, Coca-Cola, Labatt, and Molson already occupied the branch of energy and tonic drinks. Although these drinks were not energy ones, advertising applied to their toning effect, improving well-being, etc. Marketer Dietrich Mateshnitz realized that to stand up in line with veterans, using standard tactics of promotion and similar advertising is literally impossible. Then he suggested the following plan; he reduced the size of cans and used the form of “battery” and the last but not the least solution he promoted was to double the price. Thus, Red Bull advertising campaign was relatively cheap. He also used special places at the shops to keep their drinks. This tradition exists today since all energy drinks have their own place at every shop. The only costly proposal of Mateshnitz was the free distribution of Red Bull drinks at the universities. By the way, it is still exercised by the companies that like to invest in various students’ events. The fact that students preferred to mix energy with alcohol, getting a cocktail Vodka Red Bull, wasn’t highlighted.
The result of this marketing idea was the completely independent positioning of the energy drink, the creation of its own branch, different from other drinks. How successful it was, you can judge with the number of energy drinks sold.
2) Swedish company IKEA started promoting their product on the USA market, built shopping centers, delivered products etc. People looked at their furniture without buying it. Marketers were in a panic until one of them noticed that the furniture of other manufacturers in the USA is much larger in size. It turned out that the houses of Americans are much larger than Swedish houses and apartments. Since then, in the USA, IKEA furniture has been manufacturing according to other standards.
3) The first truly provocative advertisement, now called a teaser, belongs to Camel. How else could the tobacco company surprise smoking America? It seemed that there is nothing they can do beat their rivals. However, once in the USA strange sign “Camels” appeared on the advertisement boards. After some time, they were replaced by no less intriguing ads “Camels is coming”. And the day before the appearance of cigarettes on the market, ads again changed, finally inflating the human curiosity. Now the sign was: “Tomorrow there will be more camels in the city than in both Africa and Asia!” And the day the sales of Camel cigarettes began, the last announcement removed by “Cigarette” Camel “already in your city!” Americans laughed at such a finale of intrigue and tried a new interesting brand of cigarettes.
4) How to increase sales significantly? Easily! So did marketers Alka-Seltzer, deliberately introducing into advertisement a story about a person that drinks not one but two tablets to get rid of a hangover. It happened in 1960, since that day in the advertisement of chewing gum or drugs, they take a double dose.
5) Pepsi managed to survive the severe period of the great American depression due to two brilliant ideas. The first idea was that they competed on prices, selling drinks in a container twice as large as Coca-Cola, but the cost of one bottle was the same for both companies. The second idea was realized in an easy, but very well remembered musical accompaniment of the advertising campaign. The lyrics of the song “This drink is for you!” has been stick to the memory of Americans for three decades. Pepsi still sells a large amount of its beverage at a price similar to Coca-Cola. The volume of a can of Coca-Cola is 0.5 liters, and Pepsi is 0.66 liters.
6) Absolut Vodka, which was promoted to the market in 1879 as “Absolutely pure vodka”, will soon be celebrated 150 years since the days of the foundation. The opportunity for such pathetic PR was the newest way to rectify an alcoholic beverage. Given the widespread low quality of handicraft produced alcohol, Vodka Absolute instantly became popular and remained propagated even today.
7) In the early nineties in the former Soviet Union, the products of all Western companies were an unthinkable innovation with colorful covers and bright tapes. Sinkers bar appeared on the market and caused sock during the reconstruction period. This bar is promised to replace the whole dinner. However, former Soviet society got used to their own meal and it was hard to beat this market. So, the company focused on the younger generation and succeed.
8) “We think about you!” This slogan provided Tefal with an indisputable reputation at the market. Teflon coated pans were initially positioned as a relatively cheap product because experts in all the commercials ads emphasized that we can fry in their frying pans without oil. However, people didn’t want to believe in this myth and continue frying with oil but using Tefal frying pans since they were comfortable in use. So, Tefal quickly shifted the strategy from frying without oil to the most comfortable frying pans in the world.
9) Caramel rapidly melts in your hands, especially when it comes to children’s hands. Moms who were forced to wash children’s clothes were the target audience for the world’s first caramel on a stick called Chupa-Chups. You might not know but the design of the Chupa-Chups logo was developed by the great Salvador Dali, and the idea of inserting a stick (then it was a wooden one) in caramel belongs to Enrique Bernat. This ball on the stick continues to please children with its taste even today.
10) The design of a modern cigarette pack in most cases includes a flip top. This “hood” was invented by Marlboro marketers. As the result, it became difficult to take the cigarette without taking the whole pack from the pocket. This was the main goal of developers of the new design since they want to see which brand is smoked the most because with a previous design it was impossible. Flip-top quickly spread to other cigarette manufacturers, significantly having increased sales of the most popular brands.