In the movie industry, it’s casting a no-name talent in the leading role. In business, it’s a new product in a new category. In branding, it’s taking the brand to new territory – in messaging, channel or attitude. In all, the greater the risk, the greater the reward, at least that’s the theory.

Throughout branding history, the companies below have taken the risk, and the reward has paid off. Here’s some you may remember, and some you may not. 

1. Burger King’s Chicken Does it Your Way

Viral marketing doesn’t get any better than the Subservient Chicken campaign of 2004 (was it really that long ago?). Hoping to attract a younger demographic and working from their tagline, Burger King’s micro site accomplished more than what it had hoped with over half a billion served on-line by that pollo loco.

2. Reese’s Pieces Makes Contact with “ET”

After M&Ms didn’t bite on the “monster movie,” Reese’s took the bait and won the hearts of millions who fell for the homesick ET. Sales grew by 65% in the following weeks. To this day, as new movie viewers experience or review the movie, the candy gains new emotionally-attached consumers.

3.  Anheuser-Busch Goes Yard

In 1953, the St. Louis Cardinals played in Sportsman’s Park. The brewery asked if they could sponsor the park and call it “Budweiser Stadium”. This new name struck out, but the idea was a hit with then-Commissioner of Baseball, Ford Frick. He gave the go-ahead on a revised name: Busch Stadium. “Cold beer here! Cold beer!”

4. Doritos Snacks on Fan Ideas

At a cost of almost $3M, placing any ad during the 2009 Super Bowl was a risk in itself, but Doritos went way beyond that risk and ran a contest to air the best consumer-generated spot. Fan votes picked the winner, and viola - best ad of the game by many votes. They also offered a $1M incentive to get fans to join in. See the million dollar winner here.

5. Smoke Yourself Thin

Lucky Strike cigarettes needed more women smokers, and the American Tobacco Company decided that their “Reach for a Lucky Instead of a Sweet” campaign was how they would hit that target. Burning through $12.3M ($155M in today’s adjusted dollars), Lucky Strike hit gold even though they had to trim the tag to “Reach for a Lucky Instead”. See the ad on our facebook page.

6. AOL CD-ROMs Their Way to #1

“The more you give, the more you get” seemed to be the strategy when in the late 1990s, AOL flooded every home, business and garbage can with their free start-up discs. Despite being named PC World’s most annoying tech products, the campaign was a huge success and cemented AOL’s market leading position.

7. Size Matters for VW

Bucking the trend of information-heavy text ads, VW uses a small image of the Bug and small headlines on full page ads. The “Think Small” campaign is launched and offers a different way of seeing the car’s value proposition of economy in terms of cost, fuel and how it fits into your lifestyle.

8. Pepsi Fires the First Shot in Cola Wars

“The Pepsi Generation” did more than start a war, it started a revolution. For the first time, it focused on the attributes of the user instead of the product. You wanted to be athletic and fun-filled, and to help you define yourself as such, you drank Pepsi in 1963. 

9. Eveready Since 1920

The battery giant was the first to fully sponsor a radio broadcast, something that is slowly making its way back into broadcasting today. “The Eveready Hour” set the brand standard for decades to come when show sponsors integrated their advertising message with the show’s theme, tone and manner.

10. Avis Pulls a Dominos

Before Dominos came out with their mea culpa about their lousy pizza (their sales are up 16%), Avis admitted to being second best. Their saving grace was that in the next breath, they also admitted that they tried harder because of it. “We Try Harder” became their tagline and customers responded to their honest, fresh approach.

Sacunas can help you build, rebuild or re-establish your brand with our internet, advertising and video capabilities. Call today to learn more