We are continuing our journey through the decades to explore marketing through the ages. After a trip to the 1950s last time around, this week we fast-forwarded to the psychedelic sixties! The sixties were a time of great social change and upheaval, and this was reflected in marketing trends. Join us as we discuss our findings on the groovy ads of the sixties!
Warren kicked off the discussion by highlighting the rise of TV advertising in the 1960s. Advertisers focused more on market research and used direct mail and PR to attract customers. TV allowed for emotional storytelling with spokespeople and jingles to connect with viewers, a completely new form of advertising.
Jo expanded on this with the example of the Milk Tray Man ad campaign which managed to hook viewers for decades with its exhilarating music and mysterious hero.
Kiren noted the increase in creativity and storytelling in ads, using emotional impact to keep existing customers loyal rather than solely attract new ones, as customer retention became more important.
Antonio highlighted iconic brands and products like Kodak’s instant camera, the Western Electric 500 phone, and some products that never should have been released, like the dietary supplement called Ayds!
Matt spoke about Coke’s iconic advertising in the 60s, fuelled partially by a hugely successful decade for Pepsi, which left Coke trying to claw back its market share.
The youth movement was in full swing in the sixties, and brands took notice. Cam discussed how Pepsi targeted the younger demographic by changing their logo and selling not just a product, but a lifestyle and identity. Pepsi ads made drinking Pepsi look like the coolest thing a young person could do!
Music played a huge role in culture and marketing. Leigh showed some examples of psychedelic music posters and album covers that used wild fonts and colours. Luke also discussed how the sixties pushed back against the status quo across society and media; photography and illustration combos created psychedelic visuals.
Richard highlighted how most advertising still showed women as domestic housewives and targeted products to men, with sexism still being the norm. While women did gain more autonomy in the sixties, ads still generally maintained traditional gender roles.
Satitia pointed out that marketing still frequently targeted women for domestic products and portrayed stereotypical gender roles. However, the tides were beginning to turn.
To wrap up, Harry discussed how some modern brands use sixties-inspired marketing. Tyrell’s chips stand out on shelves by using Monty Python-esque collages and “quintessentially British” copy on packaging for a retro vibe, taking advantage of nostalgia.
We can’t wait for our next Breakfast Club when we’ll explore the 1970s! Be sure to check back soon for our blog, and travel with us on our journey through the decades.
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