Gray Matter Musings

Welcome to another week of “Greatest Marketing Campaigns” analysis, where we focus on magazine articles. Throughout the 1980’s and 1990’s, magazine print served as a primary means of reaching the public, with subscription numbers at all-time highs. So, lets dive in an examine five advertisements that top Gray Matter’s list…happy reading!

1. MacDonald’s XL Coffee, XL Coffee

While this particular ad may not stand out for many or even catch the attention of others, I recall seeing it for the first time in a magazine many years ago and chuckling. The simple ad runs two pages, showing what appears to be the stains from a to-go coffee cup around the far corners of each page. There is absolutely nothing in the middle and only the small MacDonald’s logo and XL coffee at the bottom. The premise is that the MacDonald’s XL coffee is so large that it takes two pages to contain the cup! I love the ingenuity of this piece, where it asks readers to use imagination and a bit of brainpower to uncover the messaging. Thus, MacDonald’s used intrigue and wit to capture their audience and deliver a unique message. The objective of this ad was both informative and revenue based, notifying customers about the massive quantity and value received with an XL coffee, while also urging them to purchase. In this regard, it was a great example of an advertisement that holds multiple benefits and objectives. Measurability also becomes important, as MacDonald’s can easily measure the impact of this campaign through sales numbers of a (XL Coffee) product item.

The target market for this spot is the 25–65-year-old demographic, which is rather large but also constitutes the primary coffee drinker market. The action is quite simplistic for this ad, encouraging customers to purchase an XL MacDonald’s coffee where they can enjoy more bang for their buck due to large volume. This also outlines the value proposition, which is that MacDonald’s XL coffee offers customers more! More coffee, more value, and more money left in the pocket of the consumer. Ultimately, this ad reminds us that marketing doesn’t need to be flashy to be effective!

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

While not seeking to cut corners, I felt compelled to list a previous article that ran in both newsprint leaflets as well as magazines. Gray Matter chose to do so based purely on the power and genius of this article. 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. KRAFT Cheese Mouse Trap, Mouse Trap

Another simple ad, this spot displays a broken mouse trap with parts distorted, busted, and bent in all directions. The tagline for Kraft Cheese states, “with more calcium for stronger bones”. We see a small piece of Kraft cheese laid out on the mouse trap with bite marks on it from what appears to be a small mouse. However, the condition of the trap makes clear not only did this little guy escape, but he also mangled the trap due to his strength! Mr. Mouse escaped death and beat the odds because he ate Kraft Cheese! This use if wit and simple humor has been a trademark of Kraft for many years and this ad landed with Gray Matter. The objectives of the piece were both informative and revenue driven, where Kraft can inform customers about the extra calcium and benefits their product offers, while also encouraging customers to purchase. Once again, a dual-purpose advertisement that hits the mark! Measurability on this advertisement likely proved challenging and there is little in the way of data. However, its highly likely Kraft measured sales numbers from all campaigns of this nature.

This advertisement’s target market is interesting, as it could be stated it appeals to almost any demographic. However, looking deeper we believe it is targeting the 25–45-year-old female demographic, specifically mothers with young children. Calcium consumption for growing children is important for the formation of strong bones and Kraft uses this messaging to appeal to this demographic. Action steps entail purchasing Kraft cheese and the replacement of any other brand consumers may be using with Kraft. Should customers make this choice, they can benefit by forming strong bones for themselves and their children through the extra calcium. The value proposition is much the same, where purchasing Kraft cheese offers customers more bang for their buck!

4. MacBook Pro Ultra-Thin, MacBook Ultra-Thin

We couldn’t create a list and leave Apple out of the glory! This week Apple’s magazine print article promoting the MacBook Pro Ultra-Thin model lands on the list. The advertisement appears to show a MacBook Pro in the lap of a customer from above, though at closer glance the spot also shows a side angle, which shows what appears to be a magazine laying on the customer’s lap, halfway opened. The appearance is that the MacBook Pro Ultra-Thin model can easily be mistaken for a simple magazine page given it is so thin. This advertisement is a very witty and unique way of highlighting the benefits of this particular product. The use of sight and angles adds a mystique to the piece that captivates readers. In the end, it’s difficult to actually tell if it is indeed a MacBook or magazine the customer is using, which only adds to the effective nature of the piece, pushing customers to explore further. This campaign is all about informing to then drive sales. The primary purpose is to inform customers just how lightweight and thin the new MacBook pro is, while generating curiosity and interest. In turn, sales should follow closely behind, which Apple has measured closely over the years. This ad could easily be measured as well, using links or by monitoring sales data of a new product launch.

The target audience for this advertisement is the professional world, likely covering the demographics of 25–50-year-old in the work force. The customer in the ad appears to be in the subway, confirming this suspicion. While not limited to only those in a professional work setting, the features and benefits of this product closely align with that segment. In turn, the action step further exploring or purchasing the MacBook UT would offer those consumers a lightweight computer setup that makes their travel and commutes much easier. This closely mirrors the value proposition as well, where consumers receive the brand recognition and support of Apple, while also getting a lightweight machine that makes their lives just a little bit easier. After all, who doesn’t want that?

5. Sanzer Hand Gel, Hand Gel

Closing out the list this week is an advertisement that international producer Sanzer ran regarding the use of their hand sanitizer. While not a noteworthy brand in the US, Sanzer is known internationally as a leader in this product category and does distribute in North America. Admittedly, this was a new find for Gray Matter, though it’s clever nature and depiction of what many Americans are already thinking is a powerful advertisement. It begins with an image of the old pay phones that many of us are familiar with. This one appears to be of foreign nature, though it’s easy to determine what you are looking at. Rather than keys available to press the numbers you wish to dial, dirty fingers are poking out from each hole, demonstrating just how incredibly filthy many public spaces/items really are. I think it is safe to say we’ve all had these thoughts run throughout minds, specifically with the onset of the pandemic. Thus, Sanzer’s use of imagery and creativity with this ad really lands with consumers and helps the brand stand out from the competition. The objectives were to inform customers of how incredibly dirty and unsanitary public spaces and items can be, while also reminding them there is a simple and effective solution to combat this problem. That is, to use Sanzer hand sanitizer! Measuring this spot was likely more challenging, though tracking sales data and the use of links could be possible (though this spot was early in online shopping).

The target market for this advertisement is unlimited, though it likely wants to focus on the 25-45 demographic, which tend to travel more and are more prone to go out on the town and utilize public spaces. However, the piece remains effective for all demographics as the action step is to remember just how dirty these items and spaces really are. In our eyes, we can certainly say that Sanzer wants customers to purchase, however, the underlying action item is simply remembrance here. Through consistently remembering how dirty these items are, eventually consumers will seek out the hand sanitizer. Ultimately, the benefit is a healthy lifestyle, without the constant worry of getting sick or feeling unwell. The value proposition is the same, offering customers a way to sanitize themselves from an ever-growing dirty world!

References:

John, D., & Coggan, G. (2024, February 15). 76 of the very best print ads of all time. Creative Bloq. https://www.creativebloq.com/inspiration/print-ads-1233780

Marwan. (2020, August 20). 70 Best Print Adverts of All Time – Empire Group. Empire Group. https://theempire.com/best-print-adverts/