OCOCO Media Club: The Best Brand Strategies

From elevating products through strategic storytelling to creating connections that resonate with your audience, great marketing deserves to be celebrated. We’re highlighting some of the very best marketing strategies that have driven innovation and built bridges between businesses and their consumers.

Let’s take a look at some of our favourite iconic marketing strategies from over the years:

Natalie's Choice - Apple

It would be impossible to not feature Apple on an iconic marketing strategy round-up, so it’s got to be my pick! Since the brand’s inception in 1976, or more specifically, since the birth of their iconic Apple logo in 1977, clean aesthetics and minimalist style have been synonymous with the tech giant.

And consistency is key, as almost half a century later, we’re still talking about the timeless design features of Apple products. This dependable commitment to making kit that looks great, and does the job impeccably well, has established, growth, and nurtured an unwaveringly loyal customer base, always ready for the next upgrade or line.

Because it’s not just about looking good, though admittedly, there’s no harm in that, it’s also about empowering their customers to live better, more creative lives. Over on their YouTube channel, the latest Apple Values series perfectly embodies this sentiment, showcasing their slick products and the impact they can have on those who utlise them. With the right tools, we can build a brighter future. Here’s to 50 more years of that.

Nicholle's Choice - Airbnb

Airbnb places authentic, individual experiences at the heart of its marketing strategy, leveraging user-generated content to boost brand awareness and foster customer loyalty. On social media, the holiday rental platform encourages users to share photos and videos that capture their unique stays, turning real moments into powerful promotional tools. This approach has become a consistent and defining element of Airbnb's advertising over the years.

A standout example is the 2021 ‘Made Possible by Hosts’ campaign, which showcased a series of films featuring images and videos captured by photographers during actual stays in Airbnb homes around the world. Building on its success, the campaign evolved into a 2023 television ad series that celebrated group travel. These ads featured candid vacation photos, accompanied by playful music and sound bites that encapsulated the spirit of each trip.

Through these campaigns, Airbnb has mastered the art of storytelling in marketing, highlighting not just the places guests stay, but the meaningful experiences they create. By emphasising human connection and genuine customer satisfaction, Airbnb has cultivated a sense of community that lies at the core of its brand.

Jake's Choice - Coca Cola

How do you go from a soft drink to one of the world’s most powerful and recognised brands? Over the last 130+ years, Coca-Cola has done just that. And when you’re selling the same product for that long, you need to be continuously creative with your marketing. 

When it comes to iconic marketing, the 1931 Christmas Coca-Cola campaign has to top the list. While it is something of an urban myth that Coca-Cola were the first to illustrate Santa with his now famously red suit and jolly features, they did help to popularise his look from what had previously always been quite varied in both colour and general aesthetic. To this day, no other brand has associated themselves with a holiday as successfully as Coca-Cola did in 1931. It's a connection that's stuck with audiences, too. 

Even when things have gone wrong, Coca-Cola has made them right. New Coke could be regarded as one of the biggest blunders in product history, but it also led to an overall increase in sales for Coca-Cola. It was a masterclass in turning a disaster into a success. They say you don’t miss something until it is gone, and New Coke will forever be a powerful reminder of that.

Ultimately, Coca-Cola realised early-on that they are not just selling a soft drink. They’re selling an event, a connection, a catalyst for social interaction. Their latest campaign; ‘Who will you Share A Coke with?’ highlights their core marketing message very well. In a world where meaningful in-person social interactions seem to be on the decline, maybe we do need more of the Real Thing.

Laura's Choice - Snickers 

Following the success of the 2006 Mr. T “Get Some Nuts” campaign, Snickers experienced a pause in growth. To revitalise their marketing strategy, in 2010 they launched their iconic “You’re Not You When You’re Hungry” campaign. With the aim of accelerating growth and creating internal engagement, Snickers parent company Mars Inc. wanted to grow the brand on a global scale. Launching the campaign initially in the US, Snickers went for the well-renowned slot at the 2010 Super Bowl. With the first advert featuring actress Betty White, this became a staple for Snickers with future commercials featuring well known faces such as Aretha Franklin, Liza Minnelli and Robin Williams.

In more recent years the campaign has evolved into the “Off Your Game” slogan targeting football fans by featuring stars, such as Jose Mourinho, Aitana Bonmati and Bukayo Saka. By evolving and adapting, but staying true to the origins of their success, “You’re Not You When You’re Hungry” campaign has stood the test of time, becoming one of the world’s most loved and celebrated campaigns and ultimately ensured that Snickers become one of the most recognisable brands in advertising history. 

2025 has already delivered some standout campaigns, let's take a look at our top marketing moments of the year so far:

Natalie's pick - Fighting talk from INEOS Grenadier with their “Let’s Take This Outside” campaign.

Jake's pick - As a big Formula 1 and Lewis Hamilton fan, it was great to see Virgin Media nod to the biggest driver move in recent F1 history with their February marketing campaign.

Nicholle's pick - As a proud Severance binge-watcher, Ikea’s brilliantly quirky ad campaign is my top marketing moment of 2025 so far. Dropping on the same day as the Season 2 finale, the ad taps into the eeriness of the fictional Lumon Industries while spotlighting the brand’s Mittzon products. It’s a masterclass in cultural timing and creative synergy that’s 'waffle party'-worthy. 🧇💡

Laura's pick - Language learning app Duolingo generated a buzz on social media when they announced the death of beloved mascot, Duo the Owl. Creating huge engagement and fun interactions, Duolingo raised the bar for imagination and luckily Duo was resurrected just in time. 🦉☠️

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