Cultivating brand potential


Top campaigns of 2015

Posted by: Jo Briton

Categories: Marketing, Advertising,

Wed, 13 Jan 2016

Now we are in chilly January it is a good time to look back on the top marketing and advertising campaigns from 2015. Which ones caught your eye?

Coca-Cola radically changed the way it markets its products, introducing a “one brand strategy” where its four product variants – Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life – fit underneath the master brand rather than being supported with separate campaigns.

Initial sales figures suggest the shift has paid off. Data from IRI shows that total Coca-Cola value sales across its variants were up in the UK by 1.46% year on year to £480.3m for the 20 weeks to 18 July (the period during which the strategy has been in place).

I thought the Ex Machina fake Tinder date marketing campaign was very clever.  During SXSW festival in Austin this year, various male Tinder users couldn’t believe their luck when they were matched with a beautiful brunette called “Ava” who claimed to be in the nearby area looking for love. Turns out they had been the victims of a marketing stunt to promote artificial intelligence thriller Ex Machina.

One of my favourite brands KitKat decided to double its marketing spend this year to £10m and launched its “Celebrate the breaks” campaign to grab people’s attention.

It started by undertaking its biggest wrapper redesign since the brand came to market almost 80 years ago, changing the logo on more than 100 million packets to reflect the different ways consumers spend their breaks – including one with “YouTube my break” branding.

And this hasn’t been without success – according to IRI data, total Kit Kat sales were £194.0m in the 52 weeks ending 7 November 2015, compared to £186.7m in the previous year, marking an increase of 3.9%.

I’m so pleased this ad campaign is mentioned because I think it is a brilliant advert with a great soundtrack - Sport England – This Girl Can. Sport England’s ‘This Girl Can’ campaign hit the airwaves in January last year, showing real women exercising. The campaign was born out of insight which showed that 75% of women say they would like to exercise more, but refrain from doing so due to a fear of judgement.

The campaign, which was created by FCB Inferno, has also gained industry-wide recognition, winning nine Cannes Lions and Joseph being named ‘Marketer of the year’ at this year’s Masters of Marketing awards.

Read more about the top marketing campaigns in 2015 in this interesting article on Marketing Week

Source: Marketing Week