Our journey through the decades of marketing continues as we enter the groovy 70s! This decade saw the rise of memorable ad campaigns, increased use of colour, and major competition between top brands. Read on for highlights of our discussion on 1970s marketing trends!
Antonio kicked us off by detailing the hugely successful Pepsi Challenge campaign that launched in 1975. Pepsi set up blind taste tests against rival Coke, and claimed more Americans preferred Pepsi’s taste. This ad ran for 35 years and gave Pepsi a huge amount of momentum while forcing Coke to modify their formula.
Warren spoke about other notable ad campaigns including Burger King’s “Have It Your Way” slogan that still runs today, contrasting customisation against McDonalds’ assembly line production. Avon used a catchy jingle in their “Avon Calling” campaign for door-to-door sales, as well as the contrast in how Yellow Pages used to be in every house but couldn’t stand the test of time.
Luke discussed Intel’s clean “dropped-e” logo that has stayed largely the same since the early 70s. Their famous jingle started in the 90s, but the classic logo endures, showing it is possible to create a truly timeless logo.
Other notable marketing trends that emerged in the 1970s were highlighted. Environmentally minded consumers started influencing marketing, with brands like Patagonia founded in 1973 maintaining a pro-environmental message. 1978 saw the first ever spam email promoting Digital Equipment Corporation, garnering an overwhelmingly negative reaction. Mail order sales surged, leading to success for companies like L.L. Bean thanks to their home catalogues.
With flower power still going strong, Sam showed some examples of hip psychedelic marketing like ice cream brands using fun flavours and colours to stand out. Logos such as Nike’s iconic swoosh designed in 1971 maintained simplicity and brand recognition that still lasts to this day.
The team also highlighted how colour TV penetration changed marketing, with over 91% of households having colour TVs by 1971. Psychedelic colours and natural themes like flowers and sunsets were prominent across ads.
Shawn discussed Nike’s early partnerships with athletes to promote their innovative running shoes. Their use of colour made shoes pop on TV. Nike also capitalises on 70s nostalgia today by re-releasing retro shoe styles, showing the staying power of 70s culture!
Join us next time as we time travel to the 80s for breakfast club! The neon colours and big hair await!
For more updates, please follow us on LinkedIn.