Gray Matter Musings

This week brings the “Greatest Marketing Campaigns” analysis to newsprint and the selection of five unique advertisements that hold meaning to Gray Matter. The inventory of effective newsprint campaigns is rather endless, though we have made efforts to focus on those pieces that impacted us in some form or fashion. The interesting part of these analyses is that various campaigns and advertisements impact each of us in different ways, so there is no wrong answer! Below, please find Gray Matter’s listing of the five greatest newsprint marketing campaigns and happy reading!

1. More Doctors Smoke Camels, 1946 in various medical journals – More Doctors Smoke Camels

Yes, it is true that smoking is a terrible habit, not to mention one that has been proven to have disastrous health consequences. We all know this story today, however, during the early to mid 1900’s, the lasting effects of smoking on the human body were less understood (though I think most rational folks understood it couldn’t be good for you). With rising concerns over the health of those who smoked cigarettes, Camel introduced a newsprint advertisement that sought to put minds at east, claiming “more doctors smoke camels than any other cigarette”. Given that cigarette smoking was often seen as glamorous at the time, the notion of doctors also providing a “hall pass” to smoke consequence free proved genius for parent company RJ Reynolds. The use of permission and removal of consequence was the power behind this ad.

The objectives of this ad were to sway public opinion and not only attract new smokers, but to draw in consumers who smoked competing brands. At a time when smoking was much more prevalent, this was a brilliant strategy aimed at boosting market share by raiding competitors. There is no measurable data I could locate on this ad, though I expect Camel was able to measure the effectiveness purely based on sales volume in the months following these ads. While these ads were aimed at all Americans, their core target market was existing smokers who were beginning to hear the rumors of smoking’s impact on the human body. This would be a large 18–75-year-old demographic. In turn, the call to action is for smokers to make the switch to the physician backed Camel brand of cigarettes and then rest easy knowing they smoked the brand that doctors themselves must find safe. This also describes the value proposition, which is that switching to Camel cigarettes will keep them healthy, while allowing them to maintain their habit. After all, more doctors smoke camels than any other cigarette, right?

2. IKEA, Peeing on This May Change Your Life, various magazines/newspapers  Pee on This

Admittedly, this advertisement was a new find for Gray Matter, however, that doesn’t diminish its genius. It was a simple insert advertisement that was included in various magazines and newspapers around the world. With a picture of a baby crib and the caption, “peeing on this may change your life”, the ad uses wit, humor, and emotion by declaring in fine print that the leaflet also serves as a pregnancy test. With a small marked strip at the bottom, instructions for a call to action ask consumers to pee on the strip and if they are indeed expecting, they will receive a “surprise” right on the ad itself. Overall, this is a brilliant use of intrigue and mystery that only heightens the emotions many expecting parents already have.

The objectives of this campaign are clearly to sell more furniture, with the insinuation that should the test turn positive, a major discount is looming. However, the intrigue of simply trying the ad likely had millions of others peeing on the leaflet simply to see the outcome. All the while, this print piece served to boost Ikea brand recognition as well. This was a measurable campaign, as Ikea was able to track the redemption of discounts based on these leaflets. The target market is clearly expecting parents and specifically, mothers. That said, I must also believe that it landed with all demographics to some extent based solely on the creativity of the piece itself. This spot has one of the clearest calls to action we can find, asking readers to simply pee on the leaflet. The benefit is the surprise waiting should the test prove position. Ultimately, the value proposition here is a potential discount on a baby necessity, although I think it is also the mystery involved with the ad itself. Uncovering the truth can be a powerful value proposition all by itself!

3. Liberty Mutual, New Car Smell, various magazines, Smell My New Car

Liberty Mutual is often known for their modern commercials and infamous Emu. “Liberty biberty” aside, the organization has also produced some wonderful print advertisements as well. Specifically, the new car smell rollout included in various magazines was folded to resemble common perfume scent testers. “If you’re thinking about a new car, think about Liberty Mutual”, with the option to open the scent strip and remind us of the wonderful new car smell. Once again, creativity and intrigue are at the center of this ad, daring us to open the strip and take a whiff of that new car smell. The objectives of this campaign are to have consumers associate Liberty Mutual with auto insurance and the purchase of a new car. The ensuing call to action to smell the new car offers up a potential Pavlovian response where consumers may be tempted to purchase a new car and thus insure with Liberty Mutual. This piece is also measurable, as Liberty Mutual could easily track new auto enrollments to gauge success, though links were not used as part of this campaign.

The target market for this spot is aimed at those who might be considering a new car purchase or those on the fence, who simply need a nudge over the edge. The 25–50-year-old demographic seems reasonable here as most often those who purchase new automobiles on a whim are more financially secure. Once again, the simple call to action is only to breathe in that new car smell, with the underlying hope it drives consumers to make a new car purchase and insure with Liberty Mutual. The reader can benefit by getting that new car of their dreams, while the value proposition is outlined in small print, reminding readers that by insuring with Liberty Mutual, you can customize your car insurance and only pay for what you need. Thus, it assures readers they can get that new car and make up some of that cost through saving on their insurance with Liberty Mutual.

4. Pepsi, Scary Halloween, various magazines, Scary Halloween

Pepsi has long been known as a trend setter in their marketing advertisements and this piece is no different. Simple, funny, and effective, the ad displays a Pepsi can draped in a Halloween cape with the Coca Cola logo. This playful and competitive humor is highlighted by the words “we wish you a scary Halloween”, thus suggesting Coca Cola is the scary character. This print uses witty and playful banter that comes across as innocent to all who read it. In turn, it softens the reader and reminds them that Pepsi is a trend setter and doesn’t take themselves too seriously. The objective of this campaign is all about brand recognition and loyalty, while using that playful humor to separate themselves from their most direct competitor. In the end, their hope is that Pepsi can continue capturing market share from Coke. This ad was not measurable in a significant way and was designed more with a holiday brand recognition intent. We should remember, not all marketing campaigns are designed to generate a massive ROI and Pepsi played this position perfectly with this ad.

One of the beautiful parts about this advertisement is that it speaks to all generations and thus, its target market is legitimately any ready who can come across it. Thus, its effectiveness can be fully realized. The call to action is very subtle, though I believe the underlying theme is that Pepsi is the good “guy” and Coke the bad “guy” and soft drink lovers should make the switch to Pepsi. In so doing, the benefit is that consumers are on the right side (and less scary side). The value proposition is just that as well, Pepsi is the good guy, the good brand, and doesn’t take itself so seriously. Don’t we all want to be on the good side?

5. Wonderbra 1994, Hello Boys, various magazines & posters, Hello Boys!

Gray Matter would be remiss if we didn’t recollect on our youth and call out the Wonderbra print advertisement that spoke to every young boy and many young girls, across the world. With a picture of model Eva Herzigova in a bra, the spot clearly uses sexuality as its core message. In fact, this ad created almost mythological status amongst the young crowd, with the underlying message that Wonderbra could help young women “boost” their assets and feel empowered, while appealing to young men by showing those assets off. While somewhat controversial as many felt this ad was aimed at younger teens and women, the popularity and success cannot be understated. The use of raw sexuality was before its time in many ways and was a trend setter for this method, which we have now grown accustomed to.

The objectives of this campaign were clearly to boost the brand recognition of Wonderbra while simultaneously boosting immediate sales figures. Thus, while informative it was also action oriented and given Wonderbra was running little in the way of additional marketing at the time, the results of this effort were fully measurable. The target audience is unique here, as we see the term “boys” highlighted in the ad title. That said, the spot was predominantly aimed at young women, ranging in ages of 15 to 40. This is the range of girls and women who could benefit most from the enhancing effects of the Wonderbra product offering. Ultimately, there is also an appeal to young men as well, as I recall in my youth hearing many young men use the term “Wonderbra” to some end. This awareness and brand recognition is rare within the women’s intimate apparel industry and proved be masterful execution by the company. The action step for female readers is to purchase a Wonderbra and reap the benefits of having their God given assets enhanced to make them feel empowered and sexy. The benefit to young men is much the same, having their girlfriends or wives look beautiful and sexy. Ultimately, the value proposition for this print is clear, that all young women can be sexy and powerful should they so choose. All they need to do is purchase a Wonderbra!

References:

Little, B., & Little, B. (2023, March 28). When cigarette companies used doctors to push smoking. HISTORY. https://www.history.com/news/cigarette-ads-doctors-smoking-endorsement

Pascual, K. (2021, May 11). 30 famous print ads that went viral – content fuel. Content Fuel. https://contentfuel.co/famous-print-ads/

Henderson, D. (2018, October 30). Best ads in 50 years: Wonderbra obeyed all the rules of a great poster. campaignlive.co. https://www.campaignlive.co.uk/article/best-ads-50-years-wonderbra-obeyed-rules-great-poster/1497534