Chock Full O'Nuts Jingle .................... 296. CHURCH OF ..... This Is Not Your
Father's Oldsmobile! This Is a New Generation of Olds ......... 660. Encyclopedia of
...
ENCYCLOPEDIA OF MAJOR MARKETING CAMPAIGNS Thomas Riggs, Editor Mariko Fujinaka, Patrick Hutchins, and Elizabeth Oakes, Associate Editors Robert Rauch, Senior Line Editor Anthony Craine, Linda Tomchuck, Amy Tikkanen, Anne Tatalovich, Janice Jorgensen, Karen Boyd, Laura Gabler, Nancy Dziedzic, Sue Taylor, and Joan Hibler, Line Editors
Gale Group Staff
CONTENTS
Andrea L. deJong and Amanda C. Quick, Coordinating Editors Laura Berger, Donna Craft, Sheila Dow, Theresa MacFarlane, Nader Qaimari, Brian Rabold, and Amy Suchowski, Co11tributing Editors Erin Braun, Managing Editor Natasha Mikheyeva, Programmer/Analyst Barbara J. Yarrow, Graphic Services Manager Pamela A Reed, Imaging Coordinator Randy Bassett, Image Database Supervisor Mike Logusz, Imaging Specialist Maria Franklin, Permissions Manager Mary K. Grimes, Permissions Assistant
Highlights . ................................... ii
Cynthia Baldwin, Product Design Manager Pamela A.E. Galbreath, Senior Art Director
Photo Credits ................................ xv
Mary Beth Trimper, Composition Manager Evi Seoud, Assistant Production Manager Wendy Blurton, Senior Buyer
Forer.vord . ...................... . Introduction . ............. .
While every effort has been made to ensure the reliability of the information presented in this publication, Gale Research does not guarantee the accuracy of the data contained herein. Gale accepts no payment for listing; and inclusion in the publication of any organization, agency, institution, publication, service, or individual does not imply endorsement of the editors or publisher. Errors brought to the attention of the publisher and verified to the satisfaction of the publisher will be corrected in future editions.
AMERICAN EXPRESS COMPANY Portraits . . . . . . . . . . . . . . . . . . ............ 44 Seinfeld .................................. 47
ADOLPH COORS COMPANY Zima ....
....... .. .. ....... .. .. ..1
ADVERTISING COUNCIL Loose Lips Sink Ships ....................... 5
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All rights reserved including the right of reproduction in whole or in part in any form.
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.. ....... .. xxi
A
This publication is a creative work fully protected by all applicable copyright laws, as well as by misappropriation, trade secret, unfair competition, and other applicable laws. The authors of this work have added value to the underlying factual material herein through one or more of the following: unique and original selection, coordination, expression, arrangement, and classification of the information.
Printed in the United States of America
. ... xvii
Rula Lenska for Alberto V05 ................... 9
Encyclopedia of major marketing campaigns I Thomas Riggs, editor. p.cm. Includes bibliographical references and index. ISBN 0-7876-3042-X (hardcover) 1. Advertising campaigns-United States-History-20th century. I. Riggs, Thomas, 1963HF5837.E53 1999 658.1'0973-dc21 99-31858 CIP
. ....................... 51
Practically/Amazing ........................ 55
AMERICAN SAFETY RAZOR COMPANY
(
Burma-Shave Road Signs .................... 59
The Glory of the Upward Path .............. ;· .. 13
AMERICAN TOURISTER, INC. ALLSTATE INSURANCE COMPANY
Gorilla ................................... 63
You're in Good Hands ....................... 17
AMERITECH AAdvantage ............................... 21 The On-Time Machine ....................... 24
Library of Congress Cataloging-in-Publication Data
Leonard the Dog.
AMERICAN ISUZU MOTORS, INC.
AMERICAN AIRLINES CORPORATION
ISBN 0-7876-3042-X
AMERICAN HONDA MOTOR COMPANY, INC., ACURA DIVISION
AMERICAN BROADCASTING COMPANY TELEVISION NETWORK, INC. A Beatles C ............................... 28 ................ 31 Schoolhouse Rock .
ANHEUSER·BUSCH COMPANIES Bud Bowl ................................ 73 Budweiser Clydesdale Team .................. 76 Genuine Bud Man .......................... 79 Spuds MacKenzie .......................... 82
APPLE COMPUTER, INC.
AMERICAN CANCER SOCIETY The Last Cigarette.
Advanced Technology Isn't Much Good if You Don't Know How to Use lt. ................... 68
. .......... 35
AMERICAN EGG BOARD The Incredible Edible Egg .................... 39
1984 87 The Family Macintosh ....................... 91 It Does More. It Costs Less. It's That Simple ...... 95 What's On Your Powerbook? ................. 98
v
CONTENTS CONTENTS
ARCHER DANIELS MIDLAND COMPANY Supermarket to the World ................... 103 AT&T
Let Your Fingers Do the Walking .............. 107 Put It in Writing .......................... 111 Reach Out and Touch Someone ............. 113 The Right Choice ......................... 118 AURORA FOODS INC. Aunt Jemima .............. . AUSTRALIAN TOURIST COMMISSION Shrimp on the Barbie .....
..... 122
............. 126
AVIS RENT A CAR, INC. We Try Harder............................ 130
B BAYER CORPORATION I Can't Believe I Ate the Whole Thing .......... 135 Magadini's Meatballs ...................... 138 Plop, Plop, Fizz, Fizz.................. . .. 142 BAYERISCHE MOTOREN WERKE AG The Ultimate Driving Machine ...... .
.. 148
BEIERSDORF, INC. The Ouch less Bandage ..................... 152 BEN & JERRY'S HOMEMADE, INC. Be~ & Jerry's Socially Responsible Marketing ... 157 BENETTON GROUP SPA United Colors of Benetton ................... 162 BIC CORPORATION Flick Your BIG ............................ 167 BLACK & DECKER Serious Tools tor Serious Projects ............ 171 BOHAN, CARDEN, & CHERRY Ernest P. Worrell ........... .
. . . . . . . . 175
BOOK·OF·THE·MONTH CLUB Book-of-the-Month Club ................... 179 BORDEN INC. Elsie the Cow ............................ 183 BOSTON BEER COMPANY Samuel Adams Triple Bock Launch ............ 187 BRAUN, INC. Designed to Pertorm Better ................................... 190
vi
c
It's Nice 'N Easy .......................... 311 Linda Evans for Glairol Ultress ............... 314
CABLE NEWS NETWORK CNN Launch Promotions ....
...... 211
CALIFORNIA MILK PROCESSOR BOARD Got Milk? ............................... 215 CALIFORNIA RAISIN MARKETING BOARD .................... 219 California Raisins CALVIN KLEIN COSMETICS cK One ......... . CALVIN KLEIN, INC. Kiddie Porn Ads ....
................ 224 ................ 229
CAMPBELL SOUP COMPANY Campbell Soup Kids ....................... 233 Soup is Good Food ........................ 237 CANANDAIGUA WINE COMPANY, INC. We Will Sell No Wine Before Its Time .......... 241 CANNONDALE CORPORATION Branding Ads .......... .
Environmental Ads ....
. ........... 318
COCA·COLA COMPANY Always Coca-Cola ......................... 322 Beautiful Drink for Beautiful People ........... 326 Have a Coke, and a Smile ................... 331 Hilltop .................................. 334 Holiday Advertising ........................ 337 I Like the Sprite in You ..................... 342 Image is Nothing. Thirst is Everything. Obey Your Thirst. . . . . . . . . . . . . . . . . . ..... 345 Just for the Taste of It, Diet Coke ............. 350 New Coke ............................... 353 This is Refreshment ....................... 356 COLGATE·PALMOLIVE COMPANY Irish Spring ................... . It Gleans Your Breath While It Gleans Your Teeth . . . . . . . . . . . . . . . . You're Soaking In It . . . . . . . . . . . . .
. ... 360 . ....... 363 . ....... 368
........... 245
CAPITOL RECORDS INC. The Beatles Are Coming! ................... 249 WILLIAM CARTER COMPANY If They Gould Just Stay Little 'Til Their Garter's Wear Out ........................... 253 CATHOLIC ARCHDIOCESE OF NEW YORK The New York Priest. God Knows What He Does for a Living ......................... 257 CELESTIAL SEASONINGS, INC. Soothing Teas for a Nervous World ........... 261 CENTERS FOR DISEASE CONTROL AND PREVENTION America Responds to AIDS ................. 265 CHANELINC. Egoiste ................................. 270 Marilyn ................................. 274 Share the Fantasy. . . . . . . . . . . ...... 276 CHANNEL 7 WABC Eyewitness News Promotions . ............... 280 CHARLES ATLAS LTD. The Insult That Made a Man Out of "Mac" ...... 284 CHEVRON CORPORATION Talking Gars ............................. 288 CHIQUITA BRANDS INTERNATIONAL, INC. Quite Possibly, the World's Perfect Food ....... 292
BROWN & WILLIAMSON TOBACCO CORPORATION Us Tareyton Smokers Would Rather Fight Than Switch ......................... 195
CHOCK FULL O'NUTS CORPORATION Chock Full O'Nuts Jingle .................... 296
BROWN·FORMAN CORPORATION The Real Stuff. ........... .
....... 199
CHURCH OF JESUS CHRIST OF LATTER·DAY SAINTS Marketing Programs ....................... 300
BURGER KING CORPORATION Battle of the Burgers ....................... 203 Have It Your Way ......................... 206
CLAfROL INC. Does She ... Or Doesn't She? ................ 304 Is ItTrue ... Blondes Have More Fun? .......... 308
Encyclopedia of Major Marketing Campaigns
CLOROX CORPORATION
COMPAGNIE GENERALE DES ETABLISSEMENTS MICHELIN Michelin Man ........... . . ....... 373 CONAGRA, INC. Give a Little Yodel. ........................ 377 Listen to Your Heart. Make a Healthy Choice .... 380 Orville Redenbacher's ...................... 384 CONSUMER INFORMATION CENTER Pueblo, co 81009 ......................... 388 COORS BREWING CORPORATION The American Original ..................... 392 CORNING GLASS WORKS New Tests Prove That Foods Bake More Perfectly This Way .................... 396 COSMAIR, INC. I'm Worth It ............................. 400 COTTON INC. The Fabric of Our Lives ..................... 405 CSX CORPORATION GSX Corporation's Branding Ads ............. 409
DALE CARNEGIE & ASSOCIATES, INC. How to Win Friends and Influence People ...... 442 DANNON COMPANY Old Russians ............................ 446 DEBEERS CONSOLIDATED MINES, LTD. A Diamond is Forever . ..................... 450 Shadows ................................ 456 DELL COMPUTER CORPORATION Compaq Compare ......................... 461 DELTA AIR LINES, INC. You'll Love the Way We Fly ...... .
. .. 466
DEMOCRATIC NATIONAL COMMitTEE Daisy ................................... 469 DIAGEO PLC Dedicated to Pleasure ...................... 473 Guinness is Good for You ................... 476 DIAL CORPORATION Aren't You Glad You Use Dial? ............... 480 Breck Girls .............................. 484 DOMINO'S PIZZA INC. Avoid the Noid ............................. . DOW CHEMICAL COMPANY Dow Lets You Do GreatThings ............... 494 DR PEPPERJSEVEN UP, INC. No Caffeine: Never Had It, Never Will .......... 499 Now Is the Time. This Is the Place. Dr Pepper, This Is the Taste ...................... 503 Wouldn't You Like to Be a Pepper, Too? ........ 506 DR. MARTENS AIRWAIR USA, LLC Red 510 DREYER'S GRAND ICE CREAM, INC. Dreyer's Branding ........................ 514 DUNKIN' DONUTS, INC . Fred the Baker. ..
. .................. 518
E. I. DUPONT DE NEMOURS AND COMPANY Better Things for Better Living Through Chemistry .......................... 522
CULLIGAN WATER TECHNOLOGIES, INC. Hey Culligan Man! ........................ 413
E
CUNARD LINE LTD. Luxury Branding......................
EASTMAN KODAK COMPANY You Press the Button, We Do the Rest ......... 527
. . 418
D
EL AL ISRAEL AIRLINES LTD. Print Advertising ofthe 1950s and 1960s....... 531
DAIMLER CHRYSLER Dodge Trucks Are Ram Tough ............... 422 Hi......................... . ... 425
EMPIRE STATE DEVELOPMENT CORPORATION I Love New York .......................... 536
DAIRY MANAGEMENT INC. Behold the Power of Cheese. . . . . . ... 430 Milk Mustache ........................... 433 Milk: It Does a Body Good .................. 437
ENTERPRISE RENT·A·CAR COMPANY Pick Enterprise. We'll Pick You up ............ 540 EURO DISNEY S.C.A. Euro Disney ............................. 545
Encyclopedia of Major Marketing Campaigns
vii
CONTENTS CONTENTS
GetTough .......... .
Gerber Baby ............................. 664
FAULTLESS STARCH/BON AMI COMPANY FEDERAL EXPRESS CORPORATION
FELD ENTERTAINMENT, INC. The Greatest Show on Earth ................. 563
FINNISH NATIONAL DISTILLERS, INC.
Twice the Caffeine ......................... 678
GOLDEN GRAIN COMPANY Rice-a-Rani, The San Francisco Treat .......... 682
INTEL CORPORATION Intel Inside .............................. 790
Goodrich Performance Story Ads ............. 685
The Little Tramp . . . . . . . . . . . . . . . . . . . . . . . . 795 Subtitles ................................ 798
Aquatred ................................ 689
INTERNATIONAL CORRESPONDENCE SCHOOLS
GREYHOUND LINES, INC.
Quality is Job One ......................... 577 They'll Know You've Arrived When You Drive Up in an Edsel. ......................... 580
Here's an Extra $50, Grace· I'm Making Real Money Now ..................... 802
Leave the Driving to Us..................... 694
GTE Gee! No, GTE!. ........................... 698
KFC USA Colonel Sanders .......................... 902
INTERNATIONAL BUSINESS MACHINES CORPORATION
GOODYEAR TIRE AND RUBBER COMPANY
Anita Bryant: The Florida Sunshine Tree ........ 573
KIA MOTORS AMERICA, INC. Kia U.S. Launch .......................... 907 ·
KIWI BRANDS, INC. Ty-D-Bol Man ............................ 911
KRAFT FOODS INC. Bill Cosby Jell-0 ............ . . .......... 916 Cheese & Macaroni. ....................... 920 Jell-D's Jigglers .......................... 922 Kooi-Aid Man ............................ 926 Magic Carpet ............................ 930 Robert Young Sanka Ads . . . . . . . . . . . . .... 933 Space Flight ............................. 936
INTERNATIONAL HOME FOODS INC. I Want My Maypo ......................... 806
FOSTER GRANT, ADIVISION OF ACCESSORIES ASSOCIATES, INC. Who's That Behind Those Foster Grants? ....... 585
H
J
HAGGAR APPAREL COMPANY Stuff You Can Wear. ....................... 702
FRITD·LAY COMPANY Betcha Can't Eat Just One ................... 590 Frito Bandito. . . . . . . . . . . ............ 593 You GotTostitos, You Got a Party ............. 597
FRUIT OF THE LOOM, INC.
The J. Peterman Company Catalog ............ 811
Thank You for Your Support ................. 604
Hartford Demon ..... .
......... 608
GENERAL MILLS, INC. Box Tops for Education ..................... 612 Breakfast of Champions .................... 616 Cuckoo for Cocoa Puffs .................... 619 Lucky 1he Leprechaun ...................... 622 Silly Rabbit, Trix Are for Kids!. ............... 624 You Better Eat Your Wheaties ................ 628
G.l. Joe ................................. 728 Play-Doh Advertising ...................... 731 Weebles Wobble but They Won't Fall Down ..... 734
C.F. HATHAWAY & COMPANY Man in the Hathaway Shirt ............... . . 738
Boy Meets Impala ......................... 632 Coyote ................................. 635 Driving Excitement. ....................... 638 Ever Hear the One About the Farmer's Daughter? .......................... 641 Get to Know Geo .......................... 645 Like a Rock .............................. 649 The New Symbol for Quality in America ........ 652 See The U.S.A............................ 657 This Is Not Your Father's Oldsmobile! This Is a New Generation of Olds ......... 660 Encyclopedia of Major Marketing Campaigns
Nothing Beats a Great Pair of Ceggs ........... 942 Sheer Energy ............................ 946
JOHN HANCOCK MUTUAL LIFE INSURANCE COMPANY Real Life, Real Answers
HERSHEY FOODS CORPORATION Collisions ............................... 759 Get the Sensation ......................... 762 Great American Chocolate Bar ............... 767 Little Hershey's Kisses ..................... 770
Snuggle the Bear ......................... 956
LEVI STRAUSS & COMPANY
............ 838
501 Reasons ............................. 960 Nice Pants .............................. 965 Women in Motion ......................... 969
Stuck On Me ............................. 842
JOHNSON & JOHNSON·MERCK CONSUMER PHARMACEUTICALS COMPANY My Doctor Said Mylanta .................... 846 Pepcid AC Launch .................... .
HENRY S. LEVY & SONS, INC. You Don't Have to Be Jewish to Love Levy's Rye Bread ..................... 973
LEXUS DIVISION OF TOYOTA MOTOR SALES USA Balance and Ball Bearing ................... 977
JORDAN MOTOR CAR COMPANY Somewhere West of Laramie ................ 854
LIZ CLAIBORNE, INC. The Liz Claiborne Fragrances ................ 981
JUST SAY NO FOUNDATION
Kibbles 'N Bits Jerky Mop Dog ............... 751 Finesse ................................. 755
LEVER BROTHERS CORPORATION
JOHNSON & JOHNSON
Morris the Cat. ........................... 747
HELENE CURTIS INDUSTRIES, INC.
The Brand Thatfits ........................ 951
Gee, Your Hair Smells Terrific ................ 829 Jergens. Science You Can Touch ............. 832
Advertising in the 1990s .................... 743
HEINZ PET PRODUCTS
LEE APPAREL COMPANY
ANDREW JERGENS COMPANY
HEALTHTEX, INC. H.J. HEINZ COMPANY
GENERAL MOTORS CORPORATION
viii
Clean Water ............................. 824
. 723
HASBRO, INC.
GENERAL ELECTRIC COMPANY
L'EGGS PRODUCTS, INC.
Smooth Sippin' Tennessee Whiskey ........... 819
HARTFORD INSURANCE COMPANY
ERNEST & JULIO GALLO WINERY
l
JANTZEN INC.
Harley Apparel ........................... 716 Live to Ride, Ride to Live ................... 718
We Bring Good Things to Life.
A Little Dab'll Do Ya ....................... 815
Gentlemen Prefer Hanes .................... 71 0
HARLEY·DAVIDSON, INC.
G
J.B. WILLIAMS COMPANY JACK DANIEL DISTILLERY
HANES HOSIERY
Everybody Loves Fruit ..................... 601
J. PETERMAN COMPANY
HALLMARK CARDS, INC. When You Care Enough to Send the Very Best. .......................... 706
B
Snap, Crackle, and Pop ..................... 885 Tony the Tiger. ........................... 888 Toucan Sam ............................. 892 Try Them Again for the First Time ............. 895 Two Scoops of Raisins ..................... 898
GLOBAL BEVERAGE COMPANY
Vodka From the Top of the World ............. 568
FORD MOTOR COMPANY
~~-~o
Michael Jordan Ads for Ball Park Franks ....... 783 Plump When You Cook 'Em ................. 786
The Girl is First in Girl Scouting .............. 674
.........
Keep the Muscle, Lose the Fat ............... 873 The Kid in You ........................... 877
HYGRADE FOOD PRODUCTS CORPORATION
B. F. GOODRICH COMPANY
FLORIDA DEPARTMENT OF CITRUS
KELLOGG COMPANY
The Nation's Innkeeper ..................... 779
Best a Man Can Get ....................... 669
GIRL SCOUTS OF THE UNITED STATES OF AMERICA
Fast Talker ............................... 555 When It Absolutely, Positively Has to Be There Overnight. ..................... 559
Crying Indian ............................ 869
. ............. 775
HOLIDAY INN WORLDWIDE
GILLETTE COMPANY
Hasn't Scratched Yet. ...................... 549
KEEP AMERICA BEAUTIFUL, INC.
HERTZ CORPORATION
GERBER PRODUCTS COMPANY
F
Just Say No ............................. 858
M K
R.H. MACY & COMPANY, INC.
KEDS CORPORATION They Feel Good ....... .
. .......... 862
MAIDENFORM WORLDWIDE INC.
KEEBLER COMPANY Keebler Elves
We Could Be Just As Crowded at Macy's, and Not Get Wet ..................... 984
.................... 866
The Dream .............................. 988 Encyclopedia of Major Marketing Campaigns
IX
CONTENTS
CONTENTS
Female Stereotypes ....................... 992 Male Celebrity ............................ 995
Only From the Mind of Minolta .............. 1129
MOLSON BREWERIES U.S.A., INC.
MARS, INC.
McKenzie Brothers ....................... 1132
Snickers Really Satisfies ................... 1000
MORGAN STANLEY DEAN WITTER
MATTEL, INC.
It Pays to Discover ....................... 1136 We Measure Success One Investor at a Time .......................... 1139
.1004
Barbie Look ........... .
MAXWELL HOUSE COFFEE Good to the LastDrop .. .. . .. .. . .
. 1009
MORTON INTERNATIONAL, INC.
MAYTAG CORPORATION Dependability .. . . . .. .. . . . .. .. . . Lonely Maytag Repairman . . . . . . . .
.. .... 1014 . ..... 1018
When It Rains It Pours .................... 1144 We'll Leave the Light on For You ............ 1148
Arch Deluxe ............................ 1024 Big Mac ............................... 1027 Ronald McDonald and McDonaldland ......... 1032
NEW YORK, NEW HAVEN AND HARTFORD RAILROAD COMPANY The Kid in Upper 4 ....................... 1235
NEW YORKER MAGAZINE, INC. If You Don't Like New York Why Don't You Go Back to Where You Game From? ..... 1239
NEWSPAPER ASSOCIATION OF AMERICA It All Starts With Newspapers. . . . . .
MOTEL 6 CORPORATION
MCDONALD'S CORPORATION
NISSAN MOTOR COMPANY, LTD
Jerry Lewis MDA Labor Day Telethon ......... 1156
1-800-GOLLEGT ......................... 1036 Defining the Future ....................... 1040 Friends & Family ......................... 1043 Parents ................................ 1046
MCNEIL CONSUMER PRODUCTS COMPANY The Pain Reliever Hospitals Use Most ........ 1051 Tylenol Post-Tampering Advertising .......... 1055
MEDIA-ADVERTISING PARTNERSHIP FOR A DRUG·FREE AMERICA .......... 1059
MEMTEK PRODUCTS INC. Is It Live, or Is It Memo rex?.
....... 1063
Life isa Journey. Enjoy the Ride ............. 1262
NORFOLK SOUTHERN CORPORATION
N
Balanced Competition ..................... 1265 Direct-Mail Advertising .................... 1269
NABISCO GROUP HOLDINGS ASSOCIATION Gamel Gash ............................. 1161 Winston Tastes Good Like a Cigarette Should............. . ...... 1165
NORTHWESTERN MUTUAL LIFE INSURANCE COMPANY Gornputer .............. . .. . 1273 Good Reasons .......................... 1277
Oreo ... Unlock the Magic ................. 1169 Mr. Peanut...................... . .... 1172 Uneeda Biscuit Slicker Boy ... .. ..... 1175
NATIONAL ASSOCIATION OF BROADCASTERS
0 Grave the Wave .......................... 1282
MICHELIN NORTH AMERICA, INC. Michelin. Because So Much is Riding on Your Tires . .. .. .. . . . ....... 1084
MICROSOFT CORPORATION Start Me Up .. . . ................ 1088 Where Do You Want to Go Today? ........... 1092
MIDAS INTERNATIONAL CORPORATION Brake Service Promotions ................. 1096
MILES LABORATORIES Makes the Hurt Stop Hurting ............... 1100 Speedy Alka-Seltzer .. .. . . . ....... 1103
MILLER BREWING COMPANY High Life Men .......... . ........ 1109 lt'sThatTimeAgain ..... . . ....... 1113 Miller Time ............................. 1117 Tastes Great, Less Filling .................. 1121
MINNESOTA MINING AND MANUFACTURING COMPANY The Scotchgard Advantage ................. 1126 X
Encyclopedia of Major Marketing Campaigns
PHARMACIA & UPJOHN, INC. Ask Your Doctor ......................... 1354
PHILIP MORRIS COMPANIES, INC. Gall for Philip Morris! .................. : .. 1358 Disadvantages .......................... 1361 Marlboro Adventure Team ................. 1364 Marlboro Man ........................... 1368 You've Come a Long Way, Baby ............. 1372
PHOENIX HOME LIFE-MUTUAL INSURANCE COMPANY PILLSBURY COMPANY Green Giant..................... Pillsbury Doughboy . .. .. .. .. .. .. .
. ..... 1381 .. .... 1384
PIONEER ELECTRONICS (USA) INC. It's All About Sound ...................... 1388
PITNEY BOWES INC. Now Every Office Can Have One! ............ 1393
PIZZA HUT, INC. Have You Been to the Edge? ................ 1398
PLAYTEX APPAREL, INC.
Bologna Song .. Wiener Jingle ...
NATIONAL BASKETBALL ASSOCIATION PROPERTIES, INC. WNBAJoin In ........................... 1187
NATIONAL BROADCASTING COMPANY, INC. Must-See TV .............. , ............. 1191
NATIONAL CATTLEMEN'S BEEF ASSOCIATION Beef: It's What's for Dinner ................. 1195 Beef-Real Food for Real People ............. 1199
NATIONAL CRIME PREVENTION COUNCIL Take a Bite Out of Grime ................... 1203
NATIONAL FEDERATION OF COFFEE GROWERS OF COLOMBIA Juan Valdez ............................. 1207
NATIONAL PORK PRODUCERS COUNCIL Pork: The Other White Meat ................ 1211
NATIONAL THOROUGHBRED RACING ASSOCIATION Go Baby Go ............................. 1216
NESTLE BEVERAGE COMPANY Soap Opera Couple ....................... 1220
NESTLE USA, INC. Nestle Quik Bunny ....................... 1224
See What Develops ....................... 1406
PODF PRODUCTS, INC. It's Slinky .............. .
OSCAR MAYER FOODS
NATIONAL BASKETBALL ASSOCIATION Bill Murray ............................. 1183
The Difference is Merrill Lynch .............. 1072 Tradition of Trust. ........................ 1076 Your World Should Know No Boundaries ...... 1079
.. ..... 1351
POLAROID CORPORATION
OCEAN SPRAY CRANBERRIES, INC.
MERCEDES·BENZ OF NORTH AMERICA, INC. MERRILL LYNCH & CD.
Gets the Red Out ............ .
Live Models .. .. .. . . .. .. .. .. .. . . . ...... 1402
NABISCO HOLDINGS CORPORATION
Radio Promotional ....................... 1180 Branding ............................... 1068
PFIZER
To Men Who Want to Quit Work Some Day .... 1377
Air Jordan .............................. 1248 I Can .................................. 1253 Just Do It .............................. 1257
I Want My MTV .......................... 1152
MUSCULAR DYSTROPHY ASSOCIATION
. ..... 1243
NIKE, INC.
MTV NETWORKS, INC.
MCI WORLDCOM, INC.
Antidrug Public-Service ....
Nobody Better Lay a Finger on My Butterfinger ........................ 1227 Take the Nestea Plunge .................... 1231
MINDLTA COMPANY LTD.
. ................ 1287 .. ............... 1290
.. . 1410
DR. lNG. H. C. FERDINAND PDRSCHE AG Behind the Mystique ...................... 1414
PROCTER & GAMBLE COMPANY
p PACKARD MOTOR CAR COMPANY When Heaven Was at the Corner of Sycamore and Main .......................... 1294
PAN AMERICAN COFFEE BUREAU How to Make Good Coffee ................. 1299
PARFUMS DE COEUR, LTD. Designer Imposters: Comparative Advertising ........................ 3102 I'm Going to Have an Aviance Night... . 1306
PARTNERSHIP FOR A DRUG·FREE AMERICA Antidrug Commercials .................... 1309
PEPSI·COLA COMPANY Be Young, Have Fun, Drink Pepsi ............ 1317 Choice of a New Generation ................ 1321 Come Alive! You're in the Pepsi Generation .... 1326 Just One Look ........................... 1329 Michael J. Fox Ads for Diet Pepsi ............ 1333 Pepsi Challenge ......................... 1336 Pepsi Stuff ............................. 1340 You've Got the Right One, Baby, Uh-Huh ...... 1343 You've Never Seen a Taste Like This .......... 1347
99 and 44/100% Pure-It Floats .............. 1418 Aleve: All Day Strong, All Day Long .......... 1421 Best Part of Wakin' Up . : .................. 1425 Don't Hate Me Because I'm Beautiful ......... 1429 Don't Squeeze the Charm in ................ 1433 The FirstTime Ever I Saw Your Face .......... 1437 Hidden Camera ...............•.......... 1440 How About a Nice Hawaiian Punch? .......... 1443 Jobe .................................. 1448 Look, Ma! No Cavities! .................... 1451 Mr. Glean .............................. 1455 Rely .................................. 1458 Strong Enough for a Man, but pH Balanced for a Woman ....................... 1461 Sunny D ............................... 1465 Take It Off, Take It All Off .................. 1468 Tam pax Satin Touch ...................... 1472
PROCTER & GAMBLE COMPANY/COVER GIRL Easy, Breezy, Beautiful Gover Girl ............ 1476
PRUDENTIAL INSURANCE COMPANY OF AMERICA Piece ofthe Rock ........................ 1482
PUBLISHERS CLEARING HOUSE Publishers Clearing House Sweepstakes ...... 1486 Encyclopedia of Major Marketing Campaigns
xi
CONTENTS
CONTENTS
PUERTO RICO TOURISM COMPANY 1950s Ogilvy & Mather Print ............... 1490
0 QANTAS AIRWAYS LTD. Win a Kangaroo ...
SAVE THE CHILDREN FEDERATION Save the Children ........................ 1594 ......... 1494
QUAKER OATS COMPANY Be Like Mike ............................ 1497
M-...............
~~
SCHERING·PLOUGH HEALTHCARE PRODUCTS, INC. Little Miss Coppertone .................... 1598 SCHIEFFELIN SOMERSET & CORPORATION Good Taste is Always an Asset .............. 1602 SCHWINN CYCLING & FITNESS, INC. Established 1895. Re-Established 1994........ 1607
R RADIO ADVERTISING BUREAU I Saw 11 on the Radio .........
.... 1506
RANDOM HOUSE, INC. Again She Ordered Chicken Salad ............ 1510 READING IS FUNDAMENTAL Reading is Fundamental ...... .
...... 1514
RED ROOF INNS, INC. Hit the Roof ............. ..
...... 1518
REEBOK INTERNATIONAL LTD. ........ 1522 BoksAds ............... .. Bungee Jumping ......................... 1524 Dan and Dave ........................... 1527 Life is Short. Play Hard .................... 1531
SEAGRAM AMERICAS Crown Royal Television Ads ................ 1612 SEAGRAM COMPANY LTD. Bruce Willis ............................ 1616 Is It Hidden or Refreshingly Obvious? ........ 1619 SEARS, ROEBUCK AND COMPANY Bob Vila for Craftsman .................... 1623 .. ... 1627 Sears, Roebuck Catalog ..... . SECURITY OF LIFE DENVER Graffiti ................................. 1631 SEGA OF AMERICA Welcome to the Next Level. ................ 1636
STARKIST FOODS, INC. Charlie the Tuna ......................... 1692 STATE FARM INSURANCE COMPANIES Like a Good Neighbor, State Farm is There ..... 1697 STEINWAY MUSICAL INSTRUMENTS, INC. The Instrument otthe Immortals ............ 1701 JOHN B. STETSON COMPANY Stetson Company Unified Branding . . . . . .
. 1705
STOUFFER FROZEN FOODS It's Not Just Lean, It's Cuisine ............... 1710
UNITED NEGRO COLLEGE FUND A Mind Is a Terrible Thing to Waste .......... 1823
SUNSWEET GROWERS INC. Today the Pits, Tomorrow the Wrinkles ....... 1730
UNITED STATES ARMY Be All You Can Be ........................ 1828 Uncle Sam ............................. 1832 UNITED STATES DEPARTMENT OF AGRICULTURE Smokey Bear ........................... 1837 Woodsy Owl ........•................... 1841
T
UNITED STATE DEPARTMENT OF TRANSPORTATION Friends Don't Let Friends Drive Drunk ........ 1845
SIEMENS CORPORATION that Was Then-This Is Now................. 1651
TENNECO, INC. HefiY, Hefty, Hefty, Wimpy, Wimpy, Wimpy .... 1746
PIERRE SMIRNOFF COMPANY Through the Bottle ....................... 1655
TEXACO INC. Star otthe American Road ................. 1748 Texaco Star Theater Starring Milton Serle ...... 1752
RUSSIA CEMENT COMPANY Christmas Gifts You Can Make for Yourself .... 1565
s
SOUTHLAND CORPORATION Oh Thank Heaven for 7-Eieven SPRINT CORPORATION Dime Lady
........... 1670
...................... 1674
TACO BELL CORPORATION Run for the Border .............. .
. . 1738
THOMSON CONSUMER ELECTRONICS Nipper and Chipper ....................... 1756 TIMEX CORPORATION lndiglo N,ight-Light. ...................... 1761 ltTakes Lickin' and Keeps on Tickin' ........ 1763
a
TOMMY HILFIGER CORPORATION Tommy Hilfiger Ads ...
. .......... 1768
THE TOPPS COMPANY Bazooka Joe ............................ 1771
....... 1569 ......... 1572
SPRINT PCS Civilizations . ............................ i 679
TOYOTA MOTOR SALES USA I Love What You Do for Me ................. 1775 Who Could Ask for Anything More ........... 1778
....... 1577
STANLEY WORKS Stanley Helps You Do Things Right .......... 1684
TOYS "R" US, INC. I'm a Toys "R" Us Kid ..................... 1782
SARA LEE CORPORATION The One and OnlyWonderbra ............... 1580
STAPLES, INC. The Most Wondertul Time otthe Year ........ 1688
TRAVELERS Greatest Reason in the World ............... 1786
S.C. JOHNSON & SON, INC. Kills Bugs Dead .......... . Scrubbing Bubbles ....... . SAAB AUTOMOBILE AB Find Your Own Road ..... .
Encyclopedia of Major Marketing Campaigns
.. .......... 1818
SWISHER INTERNATIONAL GROUP INC. Mail Pouch Tobacco's Ads on Barns .......... 1734
ROLLS·ROYCE Rolls-Royce Factual Ads . . . . . . . . . . . 1543 To the Man Who is Afraid to Let His Dreams Come True ......................... 1548
SONY CORPORATION Sony Walkman .......................... 1667
UNILEVER PLC Classic Ads ...... : ...................... 1802
SUNKIST GROWERS, INC. Everybody Knows the Best Nuts Come from California ...................... 1726
TANDY CORPORATION you've Got Questions, We've Got Answers ..... 1742
RUBIO'S RESTAURANT INC. Rubio's Baja Grill ........................ 1561
UNILEVER HPC USA Good For All Your 2000 Body Parts .
UNITED AIRLINES, INC. Fly the Friendly Skies . .. .. .
SHERWIN CODY SCHOOL OF ENGLISH Do You Make These Mistakes in English? ...... 1647
SNAPPER POWER EQUIPMENT Anything Less Just Won't Cutlt ............. 1663
UNCLE BEN'S INC. Uncle Ben ............................... 1793
SUNBEAM CORPORATION Joe DiMaggio for Mr. Coffee ................ 1722
ROLLING STONE Perception/Reality ........................ 1538
ROTO·ROOTER CORPORATION Jingle and National Advertising ............. 1556
U.S. SCHOOL OF MUSIC They Laughed When I Sat Down atthe Piano ... 1789
UNILEVER UNITED STATES, INC. Beyond Cool ............................ 1807 Ring-Around-the-Collar ... .'............... 1810 This Ain't No Sippin' Teas .................. 1813
RODALE PRESS Men's Health Direct-Mail Marketing .......... 1534
SMITH BARNEY Smith Barney. We Make Money the Old-Fashioned Way. We Earn lt.. ........ 1659
u
SUBARU OF AMERICA, INC. The Beauty of All-Wheel Drive .............. 1713 Whatto Drive.............. . 1718
SHELL OIL COMPANY Shell Answer Man. . . . .. .. . . ........ 1640 Shell's Oil Story Ads ...................... 1643
RONCO INC. Ronco ................................. 1552
xli
SATURN CORPORATION A Different Kind of Company. A Different Kind of Car. ........................ 1585 The Saturn Philosophy .................... 1590
UNITED STATES DEPARTMENT OF THE TREASURY Buy War Bonds .......................... 1850 UNITED STATES MARINE CORPS Toys tor Tots ............................ 1854 Transformation .......................... 1857 UNITED STATES POSTAL SERVICE USPS Image and Competitive Ads ........... 1862 UNITED WAY OF AMERICA Reaching Those Who Need Help and the Power of U......................... 1866
v VIRGINIA TOURISM CORPORATION Virginia Is for Lovers ..................... 1870 VISA U.S.A. Visa. It's Everywhere You Wantto Be ......... 1875 VLASIC FOODS INTERNATIONAL INC. Perfect Pickle . . .. .. .. .. .. .. ........... 1879 VOLKSWAGEN OF AMERICA, INC. Drivers Wanted........... .. ........... 1884 Fahrvergnugen .......................... 1888 Honesty . . . . . . . . . . . . . . . . . .......... 1893 VOLVO CARS OF NORTH AMERICA Bear Foot .............................. 1898 A Moment in the Life of a Car Company ....... 1901 Encyclopedia of Major Marketing Campaigns
xiii
CONTENTS
w
WHITEHALL-ROBINS Rcommended by Dr. Mom ................. 1948
WALT DISNEY COMPANY I'm Going to Disneyland ................... 1905
WHITMAN CANDIES, INC. A Woman Never Forgets the Man Who Remembers .................... 1953
WARNER BROTHERS INC.
Batman ............... .
. . . . . . . . . . 1908
WARNER-LAMBERT COMPANY How Do You Spell Relief? .............. . Schick Tracer FX . .............. . Works Like Listerine, Tastes Like Cool Mint.
. 1912 . 1915 . 1918
WENDY'S INTERNATIONAL, INC. Dave Thomas .... Whore's the Beef? ..
. 1921 .......... 1924
WENNER MEDIA It's Not an Invitation to Escape Life, It's a Way to Dive In...... . ......... 1929
WOLVERINE WORLD WIDE, INC . Hush Puppies Classics .................... 1957 Hush Puppies Dog ... . ............. 1961 WRANGLER Eternity ............. .
. ............ 1965
WM. WRIGLEY JR. COMPANY Doublemint Gum ........................ 1969 Kiss a Little Longer. ...................... 1971
PHOTO CREDITS
y YAMAHA CORPORATION Someday, You'll Own a Yamaha . .
. ........ 1975
WHIRLPOOL CORPORATION KitchenAid. For the Way It's Made ........... 1932 Making Your World a Little Easier. ........... 1936
Z
WHITE CASTLE SYSTEMS, INC. Buy 'Em By the Sack ...................... 1939 ................. 1943 What You Crave ..
ZENITH ELECTRONICS CORPORATION The Quality Goes in Before the Name GoesOn...... ...... . ........ 1979
Contributors Notes ...... .
1985
Subject Index . .. .
1989
General Index ................ .
. .1991
'.
XIV
Encyclopedia of Major Marketing Campaigns
Photo courtesy of Accessories Association, Inc.:
369, 370; Photo courtesy of Corning Consumer
pages 586, 587; Photo courtesy of Advertising Council: pages 1824, 1825, 1838, 1839, 1847; Photo courtesy of Alberto-Culver USA, Inc: page 11; Photo courtesy of American Egg
Products Company: page 397; Photo courtesy of Dairy Management, Inc.: pages 438, 439;
Board: page 41; Photo courtesy of American Tourister, Inc.: pages 64, 65; Photo courtesy Ammirati Puris Lintas: pages 787, 1757, 1758; Photo courtesy of Andrew Jergens Company: pages 830, 834, 835; Photo ©Apple Computer, Inc. Used with permission. All rights reserved. Apple© and the Apple logo are registered trademarks of Apple Computer, Inc.: pages 88, 89; Photo courtesy Arnold Fortuna Lawner & Cabot, Inc., Advert(~ing: pages 1885, 1886, 1891, 1895, 1896; Photo courtesy of Avis Rent a Car, Inc.: pages 131, 132; Photo courtesy of Bayer Corporation: pages 139, 140; Photo courtesY of BBDO: page 609; Photograph courtesy of BIC Corporation. BIC is a registered trademark of BIC Corporation: pages 168, 169; Steven Bloch, Photographer: pages 1104, 1105; Photo courtesy of Borden Incorporated: pages 184, 185; Photo courtesy of Burger King Corporation: page 208, 209; Photo courtesy of Campbell Soup Campa· ny: pages 220, 221; Photo courtesy of C.F. Hath· away & Company: page 740; Photo courtesy of Coca-Cola Company: pages 328, 329, 338, 339, 346, 347; Photo courtesy of Cole & Weber: page 512; Photo courtesy of Colgate-Palmolive: page
Photo courtesy of D' arcy Masius Benton &
Bowles: page 495, 640; Photo courtesy of Dancer Fitzgerald Sample: page 1925; Photo courtesy of DDB Needham: pages 1029, 1030, 1085; Photo courtesy of Dell Computer Campa· ny: page 462; Photo courtesy of Dial Corpora· tion: pages 485,486; Ad courtesy of the Dodge Division of the DaimlerChrysler Corporation: page 427, 428; Photo courtesy of Dunkin Donuts Incorporated: page "519; Photo courtesy
of E.!. duPont de Nemours and Company: pages 523,524; Photo courtesy of Dye Van Mol & Lawrence: pages 820, 821; Photo courtesy of
Fallon McElligott: page 70, 953, 954; Photo courtesy of Faultless Starch: pages 551, 552, 553; Photo courtesy of Federal Express Corpo· ration: page 556; Photo courtesy of Feld Enter· tainment, Inc.: pages 564, 565; Photo courtesy
of Fo.ote, Cone & Belding: pages 482, 483, 594, 595, 1880, 1881; Photo courtesy of General Mills: pages 623, 626; Photo courtesy of General Motors: page 642; Photo courtesy of Gerber Products Company: pages 666, 667; Photo cour-
tesy of Global Beverage Company: page 679; Photo courtesy of Grant/Jacoby, Inc.: page 414; Photo courtesy of Grey Advertising, Inc.: pages 1478, 1479; Photo courtesy of Gurasich Spence
XV
