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The Art of Marketing Campaigns with Staying Power: Lessons from Big Brands

October 4, 2023

It's easy to get caught up in the constant quest for innovation and novelty, however the newest shiny tactic isn’t always the ticket to success. Some of the world’s biggest brands have demonstrated that other approaches that can yield results just as impressive. By staying true to brand values, and weaving them into everything you do, businesses can build lasting connections with their audience. Within the marketing world, campaigns that do this ‘have legs’. Now that’s not to say they are running off on their own, but simply that they are making their way through a crowded landscape one step at a time - they’re sticking with a theme and not reinventing the wheel with each new campaign. In this article, we'll delve into what makes this work, the benefits of consistency and see how some of the global giants put this into action.

Cadbury's Sweet Success

When you think of Cadbury, what comes to mind? Chances are, it's their iconic purple packaging and the image of a joyful, glass-and-a-half-full world. Cadbury's marketing strategy is a shining example of the power of consistency.

Unwavering Brand Identity: 

Cadbury has maintained a strong and recognisable brand identity for decades. The distinctive purple colour, the joyful imagery, and the "Cadbury Dairy Milk" font have remained consistent for years. This unwavering commitment to their brand identity has established trust and reliability with consumers.

Evolving Within the Theme: 

While Cadbury sticks to a central theme, they've managed to evolve within it. By staying true to their core theme of joy, they continually create fresh content that engages their audience. Since their memorable ‘Joyville’ campaign, they have stepped towards the concept of ‘daily joy’, bringing mundane situations to life with acts of human kindness that can’t help but make you smile.

Emotional Connection: 

Cadbury's campaigns consistently tap into emotions.Their messaging strikes a chord with consumers on a personal level, whether it’s a little girl buying her mum a block of chocolate with buttons, or a dad visiting his daughter at work and leaving the block of chocolate for her. While neither are in-your-face-advertisey, they are Cadbury through and through.

Nike's Timeless Triumph

Nike is another brand that has mastered the art of marketing campaigns with staying power. Their ‘Just Do It’ campaign is a prime example of a simple yet highly effective theme that has endured for decades.

Simplicity Is Key:

Appealing to the universal desire for action and achievement, ‘Just Do It’ is a simple message that resonates with audiences. Nike's minimalist approach allows the message to shine without the need for constant reinvention.

Celebrity Endorsements:

Nike has consistently used famous athletes to endorse their products. From Michael Jordan to Serena Williams, the brand brings people at the top of their game to inspire others to reach theirs, with these endorsements reinforce the ‘Just Do It’ ethos and create a sense of authenticity and trust.

Social and Cultural Relevance: 

Nike doesn't just market products; they engage with social and cultural issues. Colin Kaepernick’s ‘Don't ask if your dreams are crazy, ask if they're crazy enough’ is a powerful example of Nike's ability to stay relevant and connected to their audience, encouraging extraordinary action, everyday.

Benefits of Consistency in Marketing Campaigns

So, what can we learn from Cadbury and Nike's approach to marketing campaigns with legs?

Trust Building:

Consistency builds trust with your audience. When consumers know what to expect from your brand, they're more likely to engage, and develop a sense of loyalty.

Timeless Appeal:

Themes that resonate on a fundamental level tend to have timeless appeal. Simplicity and universality can help your campaigns make the leap from reactive and trend-driven to evergreen.

Emotional Connection:

Sticking with a theme allows you to deepen your emotional connection with your audience. Over time, you can explore different facets of your theme to create rich, layered content.


By staying true to their core messaging while evolving within it, both Cadbury and Nike have created marketing campaigns that continue to capture the hearts and minds of consumers year after year. While they are some of the world’s biggest brands, the power of consistency and the enduring appeal of a well-crafted theme is something that can be brought to any marketing campaign.

If you're looking to create a website that aligns seamlessly with your brand's theme, we're here to help. Reach out today to learn more about our services and how We Think Digital can elevate your online presence.

Article By
Anna McDonald

Anna is a multi-hyphenate with a background in politics and languages who has spent the last decade working in tourism, marketing and hospitality. She knows her way around the floor of a restaurant, has read more menus than some people have books and currently crafts creative copy and content for businesses and brands.