Unforgettable Marketing Campaigns: The Best of 20th Century UK

The 20th century witnessed several remarkable marketing campaigns in the UK that left a lasting impact on consumers. Here are some of the most notable ones:

Guinness “Good things come to those who wait” (1930s-2000s)

Guinness’s long-running campaign emphasised the slow brewing process and quality of its beer. It featured iconic advertisements with slogans like “Guinness is good for you” and “Good things come to those who wait,” which captured the public’s imagination and contributed to the brand’s enduring popularity.

Cadbury’s “A Glass and a Half Full of Joy” (2007)

This campaign showcased the joy of eating Cadbury Dairy Milk chocolate. It featured a series of whimsical and heartwarming advertisements, including the famous “Gorilla” ad where a gorilla passionately drummed along to Phil Collins’ song “In the Air Tonight.” The campaign resonated with consumers and helped strengthen Cadbury’s position as a beloved brand.

Milk Marketing Board’s “Drinka Pinta Milka Day” (1970s)

This campaign aimed to promote the consumption of milk and increase dairy sales. The catchy jingle and memorable slogan became a cultural phenomenon, encouraging people to drink milk daily. The campaign’s success is evident in its lasting impact on popular culture.

Compare the Market’s “Compare the Meerkat” (2009-present)

This long-running campaign featuring the anthropomorphic meerkat characters Aleksandr Orlov and Sergei became a viral sensation. It used humour and charm to engage consumers and promote the price comparison website Compare the Market. The campaign’s success led to widespread recognition and numerous spin-offs.

British Airways’ “Face” (1989)

British Airways (BA) launched a captivating campaign featuring a series of advertisements showcasing employees’ faces with the tagline “The World’s Favourite Airline.” The campaign highlighted the personal touch and service provided by the airline and contributed to British Airways’ reputation for excellence.

Volkswagen’s “Think Small” (1960s)

This iconic campaign challenged the prevailing notion that bigger cars were better. Volkswagen’s minimalist advertisements featured the Beetle against a white background, emphasising its compact size and efficiency. The campaign’s clever messaging and design helped establish Volkswagen as an innovative and alternative choice in the car market.

Coca-Cola’s “Holidays are Coming” (1995-present)

Coca-Cola’s Christmas-themed campaign has become synonymous with the holiday season in the UK. The campaign’s highlight is the iconic “Holidays are Coming” TV ad featuring a fleet of illuminated Coca-Cola trucks making their way through a snowy landscape. The campaign has become a cherished part of British Christmas traditions.

These campaigns not only captured the attention of consumers but also had a lasting impact on popular culture. They demonstrated the power of effective marketing strategies in creating memorable and influential campaigns.

Kevin Harrington

I’m a UK-based B2B marketing consultant, specialising in strategic advice for SME business owners. I bring extensive hands-on expertise to every client engagement. Senior leadership roles across technology, media, payments, and publishing have shaped my practical approach. Highlights include serving as Chief Marketing Officer at The Panoply plc (now TPXimpact), Chief Commercial Officer at Tungsten Network, and Global Marketing Director at BBC Worldwide. Over the years, I’ve guided numerous SMEs through transformation and value creation. Helping businesses evolve and thrive is a genuine passion. Practical marketing insights and succession planning strategies are at the heart of what I do, as I believe growing a business’s asset value should be a rewarding and positive journey for every entrepreneur.

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