Brand Campaigns That Changed Our Opinion in 2011

This year there were a number of campaigns that either affected our buying behavior or changed our opinion of a brand. Below are the five brands that were most influential to us brandlings.

Ford – Campaign: “Drive One” and “Swap Your Ride”

Growing up, everyone we didn’t like owned a Ford Explorer, and unfortunately, we began to associate our dislike for these people with that of the Ford brand. This past year, Ford has been heavily marketing its brand and products through a couple campaigns.

The “Swap Your Ride” campaign allows customers to drive a Ford vehicle for a week and then talk about their experience. The advertisements that cover this campaign are hosted and endorsed by Mike Rowe – who was named by Forbes magazine one of “Hollywood’s 10 Most Trustworthy Celebrities”.

The “Drive One” campaign is composed of actual Ford customers who come to the dealership to take part in a focus group. When they arrive they are led into a room that opens up to a surprise mock press conference.

These 2011 campaigns changed how we saw Ford, although both debuted a few years ago: “Swap My Ride” in 2007, and “Drive One” in 2008.  We don’t cringe at Ford cars anymore, in fact, we “check them out” when they drive by on the highway – and we’ll admit we’re very jealous of their 40mpg fuel economy.

Perrier – Campaign: “Melt Campaign”

When the temperature outside is pushing 100°F and humidity is soaring, we think of water (or ice cream!), but more specifically we think of still bottled water or still ice water. We do not think of Perrier – a luxury water that we associate with expensive restaurants.

In the Perrier “Melt Campaign”, one commercial follows a woman who is clearly dehydrated and is walking though a steaming hot city that is melting all around her. She makes it to her apartment just in time to see her beloved Perrier fall off her balcony. Switch camera to the bottle falling and her mid-air behind it. She lands in a refreshingly looking pool and drinks her Perrier.

This campaign – which originally aired in 2009 – has us re-thinking our beverage choice. Chances are that next time it’s hot outside, we’re going to want to try a Perrier. Call us suckers, but it actually made us want one.

Progresso – Campaign: “Ring Ring, Progresso!”

We love soup, but we’ve always opted for the lower priced and arguably more popular Campbell’s. Although the campaign launched in 2009, this year we’ve noticed that almost every time we sit down to watch some TV one of the “Ring Ring, Progresso!” commercials air.

We’re not entirely sure whether the commercial evoked a sense of nostalgia in us through their can-and-string phones or if it was the wholesome kitchen setting that reminded us of home – but the campaign pushed us to not only notice Progresso more than usual in stores, but try it too. We’ve found we much prefer its taste and will now shell out the extra cents to have Progresso over Campbells.

Dominos Pizza – Campaign: “Raising The Bar”

We don’t think many people associate great quality and Dominos; and in the brand’s new campaign, “Raising The Bar”, CEO Patrick Doyle admits to the pizza’s shortcomings. The great thing about this campaign is Dominos simple messaging. Doyle identifies what Dominos did wrong in the past, how they are going to make it right, and that customer feedback will help fix their problems. Though we rarely order pizza, it’s safe to say that next time we’re in the mood for a pie we’ll be calling Dominos.

Small Business Saturday – Campaign: “Small Business Saturday”

The “Small Business Saturday” campaign was created by American Express OPEN, which is the small businesses department for Amex. This campaign urged shoppers to shop small the Saturday after Thanksgiving. On it’s Facebook page, consumers were (and still are!) able to look up local small businesses via zip code/geoLocator, and download guides for small businesses in major cities. Business owners can still ‘rally’ their customers or create an offer that is showcased on the page.  The campaign also became a trending topic on twitter as #smallbusinesssaturday and #SmallBizSaturday.

Not only did this campaign generate tremendous amounts of awareness, but it was for a decent cause – promoting local businesses that are struggling next to big-box retailers. Additionally, the campaign swayed our after-thanksgiving shopping habits.

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One Response to “Brand Campaigns That Changed Our Opinion in 2011”

  1. Robert Henderson

    I would have included Red Lobster’s “Sea Food Differently” in this list. I went there a few weeks ago (after my roommate and I watched one of the new commercials) and it was actually very good. I would have never considered Red Lobster as an option before.

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