Hopkins's Keyed Coupons
Hopkins keyed every ad with a coupon so each one could be traced to its sales.
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Rolls-Royce: The Electric Clock Headline
Ogilvy spent three weeks reading about the car before writing a word, found one specific fact, and made it the headline.
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Schlitz: The Pure Beer Facts
Hopkins launched Schlitz's campaign in 1904, when the brewer was struggling in fifth place, and turned a plain play on words, poor beer versus pure beer, into specific facts about how the beer was made.
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Apple Store: Half the Store Is Solutions
Jobs designed the first Apple Store around what people can do with a computer, and made the store part of the post-sale experience.
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Sunkist: Teaching America to Drink Orange Juice
Lasker's Sunkist campaign taught America to drink orange juice daily, not just to buy one brand.
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Pepsodent: The Beauty Toothpaste
Launched in 1915 through Lord & Thomas, with Albert Lasker backing the business as a one-third owner and Claude Hopkins writing the copy. Hopkins sold a toothpaste as a creator of beauty, not a plaque remover.
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Dove: The Toilet Bar for Dry Skin
Ogilvy positioned Dove as a toilet bar for women with dry skin, not a detergent bar for men with dirty hands.
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The Railroads — Marketing Myopia
The railroads thought they were in the railroad business. They were in the transportation business — and missed it! The original cautionary tale of defining your game too narrowly.
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7UP — The Uncola
Outgunned by Coke and Pepsi, 7UP stopped trying to win the cola game and named a new one. If you can’t be the leader, define the category the leader can’t play in.
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Apple — Get a Mac (Mac vs. PC)
Two guys, a blank white void, and a clear villain. Apple turned a feature comparison into a personality contest — and won the category before the spec sheet ever came out.
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