How 7 Leading Brands Won Consumer Hearts With Their Marketing Messages

Exploring how the likes of Apple and Nike are moving people with their messaging.

I have been experimenting with the AI-powered chatbot ChatGPT for a while now. And the more I use it, the more fun it gets.

Since its public release at the end of last year, ChatGPT has gained a lot of traction for its instant and detailed answers to questions.

I could get it to suggest to me birthday party ideas, and even tell me (dad) jokes.

chatgpt joke
A joke by ChatGPT

With the help of ChatGPT, I also wanted to learn how famous brands managed to steal consumers’ hearts with their copywriting.

Some of the brands I explored were Apple, Coca-Cola, Disney, Lego, McDonald’s, Nike, and Patek Philippe.

I asked ChatGPT to show me the best marketing messages from each of the seven brands. I then chose the one single copywriting that resonated with me the most for each of the brands.

Here’s a compilation of marketing messages that I love the most from those seven world-leading brands.

Apple — “Shot on iPhone”

Apple’s “Shot on iPhone” campaign is a worldwide advertising campaign that was started in 2015, with the launch of iPhone 6.

The campaign showcases photographs taken by everyday people using Apple’s iPhone.

The campaign’s main goal was to feature iPhone’s high-quality camera capabilities and how it can be used to capture stunning photographs, without needing any high-end standalone cameras.

Apple also encouraged people to upload their photos taken with an iPhone to Instagram, Twitter (both with the hashtag #ShotoniPhone), and Weibo.

As of 19 January 2023, Instagram’s #ShotoniPhone has got over 27 million posts.

The campaign resonated with a wide range of people, from professional photographers to everyday smartphone users.

Furthermore, the campaign was praised for its inclusivity and diversity, as it featured photographs taken by people from all walks of life, despite their race, gender, or age.

The “Shot on iPhone” campaign, overall, was a powerful and effective marketing campaign that helped to connect consumers with the Apple brand on an emotional level.

Although the Shot on iPhone campaign started as a “ridiculously simple idea,” according to Apple vice-president Tor Myhren, it has become one of Apple’s most recognizable and important campaigns.

It also helped to establish the iPhone as the go-to device for photography, and it showed the world that the iPhone camera is on par with professional cameras.

Coca-Cola “Open Happiness”

The Coca-Cola Company’s “Open Happiness” campaign, which was launched in 2009, was designed to communicate the idea that a can of Coke is not just a drink, but it’s a way to open happiness and share it with others.

In a press release when the campaign was launched, Joe Tripodi, chief marketing and commercial leadership officer at Coca-Cola, said:

“Open Happiness builds on that heritage, recognizing that even with the difficulties and stress of modern-day life there still are opportunities, every day, to find a moment to recognize life’s simple pleasures. This new campaign reminds people that Coke is always there to offer that small moment of fun and refreshment when you need it.”

The campaign featured a series of commercials that depicted people of all ages and backgrounds enjoying a can of Coke and merrymaking, such as playing games, dancing and singing.

The commercials were set to an upbeat and catchy song that included the “Open Happiness” tagline.

The campaign resonated with a wide range of people, from young adults to families, and it helped to create a strong emotional connection with the brand.

It was also praised for its ability to communicate the company’s values and mission in a simple and powerful way.

Disney — “The Happiest Place on Earth”

The official slogan for Disney’s Disneyland is “The Happiest Place on Earth”.

It was created by Walt Disney himself and was first used in 1955 when Disneyland first opened in California, United States.

Direct and simple, the slogan has been used ever since its creation, making it one of the most successful and iconic slogans in advertising history.

Consistent usage of the tagline by Disney has also allowed it to become a part of popular culture.

It also speaks directly to consumers’ desires to create special moments and emotions with their family and friends at Disneyland.

disneyland happiest place on earth

Lego — “The Universal Language of Play”

This campaign, launched in the late 2010s, emphasises the idea that Lego toys are enjoyed by people of all ages and cultures.

And that playing with Lego bricks is a universal language that brings people together, regardless of age (be it a child or an adult).

McDonald’s “A little taste of home”

McDonald’s “A Little Taste of Home” campaign was used by the company to promote the idea that the fast-food chain is a comforting and familiar place where customers can enjoy a meal that reminds them of home.

The campaign featured a series of commercials that depicted customers enjoying familiar and comforting meals at McDonald’s, such as burgers, fries, and milkshakes.

It also used nostalgia as an emotional appeal, by featuring the food that people used to eat at home and would like to have.

Nike — “Find Your Greatness”

Launched in 2012, Nike’s “Find Your Greatness” campaign was designed to inspire and motivate individuals to achieve their personal best, regardless of their level of athletic ability or experience.

The campaign’s message was centred on the idea that greatness is not limited to elite athletes or those who compete at the highest levels, but rather, it is something that can be achieved by anyone who is willing to push themselves and strive for their personal best.

The commercials featured everyday people, such as children, seniors, and amateurs, who were shown pushing themselves to achieve their personal best. They also featured the iconic “Just Do It” slogan and the Nike swoosh logo.

The campaign was highly successful and received a lot of positive feedback from consumers and critics.

Just like the Apple campaign, Nike’s “Find Your Greatness” campaign was praised for its inclusive and empowering message, which resonated with a wide range of consumers, regardless of their age, gender, or athletic ability.

Patek Philippe — “You never actually own a Patek Philippe. You merely look after it for the next generation.”

Patek Philippe’s iconic campaign, which was launched in 1996, emphasises the idea that Patek Philippe watches are not just luxury goods, but also heirlooms that are passed down from one generation to another.

In an article published by The Atlantic, which asked advertising professionals from around the world on what is the best advertising campaign of all time, the luxury watch seller’s timeless slogan came up.

In it, Tim Calkins, professor of marketing at Kellogg School of Management said:

“How do you sell a $25,000 watch when people can buy an accurate one for $10? Patek Philippe’s “Generations” ads, featuring fathers and sons and the line “You never actually own a Patek Philippe. You merely look after it for the next generation.” A Patek watch isn’t a device for telling time. It’s an heirloom that transfers values across generations.”

The concept has lasted so many years, with continued attention year after year for its statement that evokes emotions. According to the luxury watch brand’s website:

“Built from a universal and human truth, the campaign has evolved and grown to reflect the times and capture the emotion, personality and candid nature of a relationship between parent and child.”

Emotions Move People

From the above examples, we can see that the common theme among the messages is that the products being advertised have an emotional appeal.

Some of the emotional benefits explored include happiness, inspiration, motivation, enjoyment, and relaxation.

After all, we humans are emotional beings, and we long for happiness ultimately.

Donation Appeal to Bridge of Life School That Provides Free Education in Cambodia

Bridge of Life School is a not-for-profit organisation providing free educational and community-based programming at rural sites in the Cambodian countryside.

I came to know about Bridge of Life School when my wife and I were in Siem Reap and went on a tour to the Kompong Khleang floating village.

More details on the tour can be found below:

What we saw during the tour was a true eye-opener.

The houses in the village were built on stilts and there were no proper living conditions for the people. It was a sharp contrast to the high-quality of life we have in Singapore.

Below are some photos of how the place looks like:

The profits from the tour are channelled towards Bridge of Life School, which in turn helps the people of Kompong Khleang floating village. 

As you may have already guessed, the Covid-19 pandemic has really hit the tourism industry in Cambodia, which Bridge of Life relies on to sustain its programmes. For instance, Angkor Archaeological Park, which houses the world-famous Temple of Angkor Wat, saw its April 2020 revenue drop a massive 99.5%.

Furthermore, 2,865 tourism businesses in the country have been suspended or closed, affecting 46,369 employees. A report by the ADB estimates that Cambodia will suffer a US$850 million loss in its tourism sector. 

Unfortunately, Siem Reap does not have a diverse economy — it is almost wholly tourism driven — and it has affected everyone in unexpected ways. Its residents, therefore, bear the brunt of the Covid-19 hurt. 

Tour participation at Kompong Khleang Floating Village Tours declined 68% in March and 100% in April. The management doesn’t expect that there will be a recovery in the near-term. 

As a result, it is experiencing a critical funding shortfall that is impacting the lives of so many vulnerable staff and their families. 

Here is an official emergency appeal for financial support from Bridge of Life School.

If you would like to donate to Bridge of Life School amid this trying situation, you can donate via the link below:

Donate to Bridge of Life 

Thank you for your attention and your kind donation. Any amount will help towards sustaining the humanitarian efforts in Kompong Khleang.



Rising HDB Prices In Singapore

Many Singaporeans are lamenting that the property prices, especially that of government-subsidised Housing Development Board (HDB) properties, have gone up exorbitantly. Looking at iProperty’s HDB Singapore website, a 5-room flat in Kim Tian area goes for $780,000. Just 10 years ago, in 2003, the same property can be bought for around $360,000. For a couple to buy a property of $360,000 now, one has to look at non-mature estates like Punggol and Sengkang. These areas are really far away from city and if one doesn’t drive, it will take around an hour or more to commute into the city area. Couple that with rising car prices, getting a car for easier commuting is out of the question. This is a worrying trend for young people who are about to start a family.

Will rising flat prices and car prices be the new norm for Singapore? Only time will tell. Till then, I guess we can only invest in ourselves instead of doing what most Singaporeans love to do, complain. What do I mean by investing in ourselves? It means amassing the knowledge needed to protect ourselves from rising prices. Someone can take away your physical possessions but no one can take away your knowledge. One way to protect ourselves is investing itself. Investing in stocks has proven to be the long-term hedge to rising prices. The Straits Times Index (STI) has returned around 13.62% per annum from 2003 to 2013. To put things into perspective, during the same period, the Kim Tian flat mentioned above has risen only 8% per annum. By investing and not just relying on our salary, we can counter the rising prices of goods in Singapore.

Therefore, instead of undertaking our favourite pastime of complaining, we should take things into our own hands and invest for our future. We cannot control the rising flat and car prices but we can control one thing – the amount of knowledge we want to amass to protect ourselves.

Happy 47th Birthday, Singapore!

Here’s wishing all Singaporeans a Happy National Day!

My only wish for this National Day and all the other years to come is to have a cohesive society where all Singaporeans and non-Singaporeans alike live, play and work together hand-in-hand. I’m sure all Singaporeans do not want many years of nation building to go to waste all of a sudden.

Happy Birthday once again, my beloved Singapore!

Here’s a video dedication to all Singaporeans:

Win tickets to the Singapore Airshow 2012!

Do you want to see the Lockheed Martin’s F-35 JSF up-close? How about being enthralled by the flying displays from F-16 and F-15SG? If these don’t entice you, what if you can get to see the latest darling of commercial aviation, the Boeing 787 Dreamliner right in front of you? I’m giving away one trade show ticket each to the Singapore Airshow 2012 to two lucky winners . This ticket can be used on the trade days from 14th February to 17th February 2012. You can choose to go on just one of the days or if u can’t get enough of the giant machines, you can choose to go on all of the four days. All you have to do to win the ticket is to answer the following:

  • Name me one thing that you like about my blog?
  • Give me one suggestion on how to make my blog better?

You can take part in this contest by clicking on the “Leave a comment” button just below the title of this post and leaving your answers in the form of a comment. The best two answers to the above questions will win the tickets. Please ensure that your email address given is accurate as I will be contacting the winners through the email address. The closing date for this contest is 28th Jan 2012 at 2359H. Good luck!