Chances are you just mentally read that headline in the voice that narrates all of Arby’s commercials. One could write an entire blog post on Arby’s branding strategy; however, for this post, I’d like to focus on a particular ad by Arby’s that came out about a year ago:
With Super Bowl 2016 rapidly approaching, many of us like to reminisce about our favorite commercials from last year and look forward to seeing the creativity that will soon unfold. However, not all the most memorable marketing moments from the Super Bowl are seen on TV.
During Super Bowl 2013, many viewers remember the blackout that occurred midway through the game at Mercedes-Benz Superdome. With the game suddenly halted, Oreo Cookies took advantage of the moment to create one of the most memorable tweets of the year:
You’ve probably seen these new coke cans all over the place, ranging from “Share a Coke with Mike” to “Share a Coke with Your Bestie.” While the campaign got its start in Australia, “Share a Coke” has swept through the United States and other countries too. I first encountered this campaign at a fair where there were two kiosks Coca-Cola had set up to custom-print mini cans for free. My boyfriend and I then stood in line for 20 minutes to get a pair. Needless to say, this was one of the best souvenirs I’ve ever gotten.
The advantage of being a well-known company is that your ads don’t have to focus so much on building your brand as reinforcing it. This ad from McDonalds perfectly illustrates this principle: