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Dunkin’- Ice Spice (2023)
This television commercial homed in on a fairly new marketing strategy- influencer marketing. This ad featured the popular rapper known as Ice Spice, alongside actor, Ben Affleck. The commercial featured the two going back and forth with a matter of fact, yet friendly, banter. In the commercial Dunkin’ is promoting their new ‘Ice Spice’ pumpkin drink, that uses their original pumpkin spice munchkins in the drink. Ben Affleck says that just anyone with a fanbase can have a drink named after them; however, Ice Spice refutes this claim, as her fan base is referred to the as ‘Munchkins’ (just like the little donut holes themselves). By arising the argument that this partnership makes no sense, Dunkin’ is adversely able to explain just exactly why this does make sense.
I personally thought this was a great advertisement because I thought it was very clever. This target younger audiences, like myself, as they are the typical demographic of Ice Spice fans (however it targets all Ice Spice fans as well). This commercial definitely worked with me. Although I saw it on TikTok and not the television, I made sure to take a trip to Dunkin’ just to try the ‘Ice Spice Munchkins’ drink (it was seasonal this past fall).
Miller Lite- Great Taste, Less Filling (began in 1974)
Miller Lite used this marketing campaign to enter a new target market for their beer. This campaign was their debut into the ‘light beer’ market, as the goal of the campaign served to depict that “real men” (as according to societal norms and stereotypes of the time) drink light beer. At the time there was a general misconception that light beer tasted poor. This advertisement and campaign as a whole went on to refute these biases by showcasing ‘masculine’-looking men drinking their beer and boasted that it tastes great. After the success of this campaign, the company began dominating the light beer market.
Always- Like a Girl (big break in 2015)
Always is a feminine product brand and they went viral for their advertisement in the 2015 Super Bowl. Its message was moving for all but targeted at the female audience. The Super Bowl commercial explained the stigma behind the message “play like a girl” a common, but incorrect (as it implies a boy’s way of playing sports is better/correct), statement commonly made in sports.
The message of this advertisement and the campaign as a whole is very clear; girls are just as capable as boys. This is an all-important message, especially for Always’ target audience (adolescent girls, who are beginning to go through puberty, and thus beginning to need many of the hygiene and feminine products that Always offers), as they are going through a very impart stage of their lives as young women (note a very vulnerable stage as well). Hundreds of millions were reached by this campaign and its message continued long after the initial Super Bowl commercial was over.
Dove- Toxic Influence (spread of this message began in 2008)
Dove’s Toxic Influence television marketing campaign won a Clio award (London, 2024), recognizing the advertising for its creative effectiveness. This campaign targets young women and aims to promote the sale of Dove products through relating to and uplifting this target market. It discusses how societal beauty standards are unattainable and how a lot for this weight is put on women. It shows real accounts of women explaining the how all women are beautiful and that what is seen online is not always true or realistic.
Dove has also received an Effie Index score of 94 points in the Beauty & Fragrance category, making it the leading brand in this area. In addition, Dove has an Effie Index score of 62 in Personal Care making them second in that category. Effie Index ranks represent the most comprehensive global rankings of marketing effectiveness.
Apple- Get a Mac (2006)
This campaign is one of the most successful Apple campaigns ever, as the series introduced commercials advertising the debate between Mac (an Apple laptop) and PC (a competing laptop). With the implementation of this marketing campaign, Apple generated a 42% increase in market share within the first year.
This advertisement sought to target the mass adult market. It displayed some of the Mac’s features without being overt and overly trying to ‘show off’ (while still telling the audience everything they need to know about this device). The features and benefits were explained in a relatable way to allow consumers to envision themselves using the product as they view it.
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