KNOWLEDGE BASE

Introduced in 1947, “A Diamond Is Forever” transformed diamonds from a luxury item into a cultural necessity for engagement. Rather than advertising product features, the campaign linked diamonds to eternal love—creating one of the most enduring taglines in advertising history and fundamentally reshaping consumer behavior.

Launched in 1993, “Got Milk?” repositioned milk from a routine grocery staple to an essential companion product. Instead of promoting nutrition benefits, the campaign dramatized the panic of running out of milk at the worst possible moment—turning absence into urgency and making milk culturally iconic.

Launched in 1997, “Priceless” reframed credit card marketing away from rates and fees and toward emotional experiences. Through a structured formula—listing the cost of items followed by a final intangible moment labeled “Priceless”—the campaign positioned Mastercard as the enabler of meaningful life experiences rather than a transactional payment tool.

Launched in 2012, “Be a Hero” repositioned GoPro from a niche action camera into a lifestyle brand built on user-generated storytelling. Instead of focusing on camera specs, the campaign celebrated the people using it—turning everyday adventurers into cinematic protagonists.

Launched in 1954, the “Marlboro Man” campaign transformed Marlboro from a filtered cigarette perceived as feminine into the world’s best-selling cigarette brand. By centering rugged cowboy imagery, the campaign associated smoking with independence, masculinity, and frontier strength—building one of the most powerful brand icons in advertising history.

Beginning in 1981, Absolut launched one of the longest-running print campaigns in advertising history. Centered on the distinctive silhouette of the Absolut bottle, each execution paired the shape with a two-word headline starting with “Absolut” (e.g., “Absolut Perfection”). The campaign transformed packaging into cultural iconography and built premium equity in a crowded vodka category.

Launched in 2012, Red Bull Stratos sent Austrian skydiver Felix Baumgartner to the edge of space to perform a record-breaking freefall jump from the stratosphere. Broadcast live on YouTube, the event blended science, spectacle, and brand mythology—transforming an energy drink into a symbol of human possibility.

Launched in 2009, “Whopper Sacrifice” invited Facebook users to delete 10 friends in exchange for a free Whopper. The campaign gamified social relationships to dramatize a provocative idea: a Whopper is worth more than your online connections. It became an early case study in social-platform-native marketing—and platform conflict.

Launched in 2006, “The Most Interesting Man in the World” repositioned Dos Equis from a relatively low-profile import into a culturally iconic brand. Featuring a silver-haired, impossibly accomplished protagonist—portrayed by Jonathan Goldsmith—the campaign used exaggerated storytelling and deadpan delivery to transform a beer into a symbol of sophisticated adventure.

Launched in 1959 by Doyle Dane Bernbach, “Think Small” introduced the Volkswagen Beetle to the American market through radical simplicity. At a time when U.S. cars were large, chrome-heavy, and power-focused, the campaign embraced the Beetle’s small size and foreign origin—turning perceived weaknesses into strengths and redefining automotive advertising.

Launched in 2014, “Like a Girl” reframed a common insult into a statement of confidence. By asking participants to demonstrate what it means to run, fight, or throw “like a girl,” the campaign exposed internalized stereotypes and repositioned Always as a champion of female empowerment during puberty—a critical brand growth moment.

Launched in 2004, “Real Beauty” repositioned Dove from a functional soap brand into a purpose-led platform centered on self-esteem and inclusive beauty standards. Instead of idealized models, the campaign featured women of varied ages, body types, and backgrounds—challenging category norms and reframing beauty as authentic rather than aspirational perfection.