The best marketing campaigns of 2023 – What a year!

McDonald’s - #RaiseYourArches

This campaign skilfully captures the nuanced art of workplace communication, showcasing colleagues effortlessly conveying their lunch plans at McDonald's through subtle gestures, such as a raised eyebrow.

The 60-second advertisement avoids blatant branding or exaggerated elements, instead incorporating cleverly inconspicuous details that subtly associate McDonald's with the audience. Examples include a hand-drawn 'M' on a yellow post-it note, the woman in the ad wearing a yellow shirt and red skirt, and the actors' raised eyebrows cleverly representing the iconic 'golden arches.'

Key Points:

• 98 per cent of viewers easily recognised the ad as a promotion for McDonald's.

• Maximum recognition occurred within the initial 10 seconds.

Barbie

...is there anything more to add? 2023 was the year of the pink takeover.

Barbie, with months of anticipation building up, emerged as one of the most eagerly awaited movies in history. The pre-release marketing campaigns for the film attracted widespread attention by skilfully utilising clever and distinct branding assets, presenting a markedly different approach compared to McDonald's.

This trend extended far beyond the movie, with numerous collaborations embracing “Barbie marketing” and reaching diverse audiences. From Barbie-themed Crocs and Airbnb's Malibu Dreamhouse to the BBC transforming Doctor Who's Tardis into a shade of pink and Burger King introducing a Barbie burger, the surge of pink embraced everyone's advertisements.

Will we see anything like this in 2024?

Cadbury – Garage

Over the last five years, Cadbury has successfully employed its 'Glass and a Half' brand advertisement, centred on a simple and heart-warming message of generosity. Campaigns such as 'Mum’s Birthday' and 'Speakerphone' have resonated with audiences through this uncomplicated theme.

In 2023, Cadbury launched a new advert, titled 'Garage,' which adhered to the same template but achieved unprecedented success. The commercial depicts a garage cashier receiving a chocolate bar from her dad, embodying simplicity yet remarkable effectiveness.

Here are some key facts:

• This advertisement boosted Cadbury’s brand value by 47.6 per cent

• Annual sales experienced a substantial increase of 22 per cent

• The ad earned Cadbury a Marketing Week Grand Prix award

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