Campaigns that shook the 90’s

Apple ‘s Think Different campaign and Nike ‘s Dream Crazy campaign are two of the most successful and iconic advertising campaigns of all time. Both campaigns were innovative, RISKY but effective. They also both sparked important conversations about culture and society.

Apple’s Think Different campaign was launched in 1997, when the company was struggling to regain its market share and reputation after years of losses. The campaign featured black-and-white portraits of iconic figures from various fields, such as Albert Einstein, Martin Luther King Jr., Muhammad Ali, and others, who embodied the spirit of innovation and creativity that Apple wanted to associate with its brand with. The campaign to me was very strategic given its emotional appeal, its cultural relevance, and its ability to have repositioned Apple as a leader in the technology industry.

Nike’s Dream Crazy campaign was launched in 2018, as part of the 30th anniversary of its Just Do It slogan. The campaign featured Colin Kaepernick, the former NFL quarterback who sparked controversy by kneeling during the national anthem to protest racial injustice and police brutality. The campaign also featured other athletes who overcame personal and social challenges, such as Serena Williams, LeBron James, Isaiah Bird, and others. The campaign used the tagline “Believe in something, even if it means sacrificing everything” to convey a message of courage, conviction, and empowerment.

Though campaign might have generated mixed reactions from the public, with some praising Nike for taking a stand on a social issue, and others boycotting or burning Nike products for supporting Kaepernick.

However I could not fail to see that strategic marketing will not sell the product. Strategic marketing will sell the brand. What then sells the product is the brand. Now this is not for business starters. Branding must become a top priority if you’re going to scale. Something to learn from both campaigns is they took a risk by promoting certain individuals who seemingly were controversial at the time but they used them either ways because they believed in what they stood for.

Both campaigns faced some challenges and risks in their execution. Apple had to overcome its negative image and reputation in the market, while Nike had to deal with the backlash and boycott from some segments of the society.

However they both achieved positive results and impacts for their brands. Apple increased its sales and market share, regained its loyal customers, and reestablished its position as an innovator. Nike increased its revenue and brand value, gained new customers, and strengthened its position as a leader in sports.

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