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Research Outline

Prepared for Eva L. | Delivered September 16, 2019

Brand Anniversary Campaigns

Goals

The goal is to find case studys of brands that have done marketing campaigns to celebrate big anniversaries.

Early Findings

  • In 2011, Starbucks re-branded their look and logo for their 40th anniversary. They used TV commercials and print advertisements to showcase their campaign. The company used their big anniversary to modernize their look.
  • Coca-Cola used their 100th anniversary to market about their history and their iconic curved bottle. They did 14 different TV commercials around the world that featured vintage photos of iconic celebrities like Elvis and Marilyn Monroe. Continuing their focus on the "timeless" bottle, they handed out over 30 million free bottles.
  • Motel 6 also focused on their history with their 50th anniversary campaign in 2012. They did two TV commercials that feature a family "driving through Motel 6 history".
  • Mattel's 60th anniversary of Barbie featured a new doll line, events around the country, lighting up landmarks with pink lights, and a shoutout from "Barbie" on social media. The landmarks and other events were shown on Instagram.
  • Gap also went with the historical look-back theme for their 50th anniversary and launched a new line called "Denim Through the Decades" that was designed to look like top fashion pieces from Gap's history. For the campaign, they did a TV spot called "It's Our Denim Now".