We’re taking a trip down memory lane and looking at some of the best advertising in a blast from the past, here are our top picks for 6 Iconic 2000s marketing campaigns! Wasn’t the past just so much more fun? The colours, the fun, the tongue-in-cheek ad campaigns, the stars, the celebrities, the ideas. Marketing and advertising have come a long way since the 2000s and we’re going to break down 6 of our favourite iconic moments. These alone have made pivotal impacts on the industry as a whole and also showed how impactful celebrities and Brand Ambassadors can be when selling products.
Let’s dive in!
In the early days of the 2000s and Britney Spears’ come up, she stood as the Brand Ambassador for many brands including Skechers! She promoted their products through advertising in magazines, TV, and their physical stores. In 2003 she even did a collaboration with Skechers for her own line of shoe-skates, which eventually resulted in a law-suit battle between both parties. Even though it may have ended badly, this iconic marketing scheme with the world’s hottest pop star was definitely an advertising match made-in-heaven!
Market research found that in 2004, only 4% of women considered themselves “beautiful”. Dove launched a raw advertising campaign that shocked not only women themselves but consumers of Dove products in general. Dove wanted to change consumer perception by deconstructing contemporary norms of beauty. Billboards, print, and media launched, asking people to reassess their perception of female beauty, the campaign gained massive press attention. Talk shows, magazines, newspapers, and television shows began discussing the modern female beauty standards as a result of the new campaign. This definitely helped spearhead the beauty industry and perception of advertising especially with un-retouched imagery, and unconventional, real-life “models”.
In 2003, McDonald’s went through trying times as the stock market was crashing for one of the world’s largest restaurant company, estimating a 7% loss. McDonald’s needed something to help make an impact, that would change their business forever, they soon unveiled its newest branding, packaging, and marketing materials, their first global campaign, also baring their most significant slogan, “I’m lovin’ it!”. The concept was derived from a German ad agency Heye & Partners and had signature jingles and re-workings completed to help catapult it into success for over 15 years by Butch Stewart, Justin Timberlake & Pharrell Williams, and Pusha T.
A campaign that’s been running for upwards of 20 years, “Got milk?” was some of the funniest and most creative advertising of its time. This advertising campaign, which the purpose was to continue encouraging the consumption of milk, was created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board. These ads featured many celebrities and people of great stature such as Frankie Muniz, Michael Meyers, Britney Spears, Beyoncé, Rihanna, Serena Williams, and Venus Williams.
Apple launched their iPod digital music player campaign with new captivating branding and the slogan “10,000 songs in your pocket” and featured both imagery and video of their infamous silhouettes. These ads appeared globally in print, on TV, the web, and in various outdoor venues and billboards, they proved to be one of the most effective marketing campaigns of the early 21st century helping launch Apple as one of the forerunners in the music industry in terms of consumption. The dancing iPod silhouettes helped promote the lifestyle of listening to music on the go, with Apple leaving their mark on the tech industry and the advertising industry as well.
Fanta’s high-concept mass marketing deployment had everyone wanting to drink the infamous and iconic soda-pop beverage! The Fantanas, launched in 2002 with the marketing materials showcasing beautiful women alluding to the sex appeal of drinking the famous Fanta! The slogan “Wanna Fanta! Don’t you wanna?” was featured in print, commercials, and billboards across the USA. The original (4) girls were also featured in Maxim magazine in December 2002 during the time of the launch which gained worldwide attention.
While we can blatantly see how marketing and advertising have changed over the last 20 years, it’s important to know the adaptability these companies have utilized to help pivot brands, grow brand awareness, change course when sales are low, and showcase the virality of their products. Content ideation and strategy are something large brands often have a harder time changing due to people recognizing the brand for significant moments, songs, slogans, or jingles that are associated with the brand. These are only 6 Iconic 2000’s Marketing Campaigns that we’ve showcase, although there is a world worth of different material both bad and good out there. Take a trip for yourself and have a look through a quick Google search to see more!