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Dominic Smith is a senior writer and content strategist for Rackspace Digital, the digital marketing infrastructure specialists.
In the age of experience-based marketing, some brands want us to do more than just buy their products. While the same survey reveals that a third of the top 20 most-loved brands were born after the Internet came along, there are also plenty of brands like Heinz and Campbell’s Soup that started the love fest in the 19th century. Below is a look back at some of the iconic moments in brand love that paved the way for our current landscape of always-on, high engagement Digital Marketing.
1904: Campbell introduces the cherubic faces of Campbell Kids ™ on trolley cars as a way to appeal to working mothers. 1925: Burma-Shave promotes their brushless shaving cream by placing signs along the major roadways of America.


1929: “The Pause That Refreshes” as a slogan for Coca-Cola first appeared in the Saturday Evening Post in 1929.
1955: The Marlboro Man is introduced in television commercials, depicting a cowboy alone in nature with a cigarette his only comfort. 1959: Volkswagen launches their legendary “Think Small” campaign for the VW Beetle, featuring mostly white space. 1980: Whole Foods Market opens in Austin with a small storefront, launching a brand that would go on to become one of the world’s most beloved brands. 1984: Apple Computer launches the Apple Macintosh personal computer with a controversial ad during the Super Bowl. 2004: Burger King creates an integrated marketing campaign around a character known as The Subservient Chicken for its TenderCrisp sandwich. 2006: Dove releases its Evolution video online, a critical look at modern culture’s obsession with external beauty, in support of the Dove Campaign for Real Beauty.
2013: Netflix promotes the comeback season of Arrested Development with a multi-screen campaign that features a frozen banana stand plus fake emails and an audition reel from the show’s aspiring thespian, Tobias Funke.
2013: Chipotle launches its “Scarecrow” video online as part of its “Food with Integrity” campaign. The campaign helped Burma Shave become the 2nd biggest seller of shaving cream in the US until the 1950s.


The idea of taking time out to experience Coca-Cola refreshment is still part of Coke’s current marketing. As a result of the commercial, Marlboro’s market share rises from less than 1% to the fourth best-selling brand. The emphasis is on simplicity and minimalism and it positions VW as a global innovative brand. The California Dairy Board manages to get milk consumption to increase 7% in just one year with this much-imitated campaign. The campaign goes viral and includes a website where visitors can command the chicken to bowl, tango, and show its teeth. Dan Wieden, legendary adman, described this desire for active participation when he said: “Brands are verbs. Later, Heinz turns more than 60 products into ’57 Varieties, the magic number and proof that odd numbers are “stickier” than even numbers.




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