GottaBe! Marketing’s Top 12 Campaigns of 2023
As 2023 draws to a close, we can’t help but reflect on some of the fantastic campaigns from the past 12 months. This year has been a whirlwind of creativity, innovation, and successful collaborations, and it’s time to shine a spotlight on the team’s favourites.
So, buckle up for a thrilling ride through the top 12 campaigns of 2023…
Gymbox – New Year, NOT New You
Gymbox, the UK fitness chain, launched a humorous campaign on Meta, TikTok, and YouTube, challenging conventional fitness quotes with graffiti-style twists.
The campaign aimed to position Gymbox as a vibrant alternative to traditional gyms, emphasising high-quality training facilities and inclusive fitness classes in an enjoyable atmosphere. The initiative aligns with Gymbox’s broader messaging, highlighting the brand’s distinctive approach to fitness.
Rihanna – Super Bowl 2023
Rihanna’s performance at the 2023 Super Bowl was genuinely iconic and was watched live by more than 118.7 million viewers, making it the second most-watched Super Bowl performance ever!
During her performance, Rihanna also included a 3-second promotion for one of her brand’s products – Fenty Beauty. As a result, searches for Fenty Beauty increased by approximately 833%.
Activia – What the Gut Museum
Last year, Activia launched a new brand initiative called the “What the Gut Museum” to address the lack of awareness around gut health. According to the brand’s research, while 82% of adults understand the importance of gut health, only 47% feel confident about how to maintain it.
Monopoly Lifesized X SAW
We supported Path Entertainment in their awareness campaign for Monopoly Lifesized X SAW Escape Rooms, capturing the attention of tens of thousands of Londoners.
Want to attract new audiences and take your brand’s message on the road? Learn more by clicking here.
Boasting major headliners and a diverse array of well-known festival attendees, this event is eagerly recognised by brands as a prime opportunity for impactful experiential activations… and 2023 was no exception!
A few examples include:
- Adidas: Following the announcement of Bad Bunny as the first Latin artist to headline Coachella, Adidas teamed up with the Puerto Rican rapper on the Adidas Campus Experience, an on-site, cube-shaped pop-up that celebrated the pair’s latest sneaker release.
- CÎROC: To celebrate the launch of the latest limited-edition flavour, CÎROC Honey Melon, at Soho Desert House—a private event for Soho House members and guests—in Palm Springs.
- Clinique: The brand launched its “Protect Your Glow” campaign by opening a pop-up Hydration House in Coachella Valley. The event offered moisturising skincare products and included a pool party, photo opportunities, and a glow bar.
View some more unforgettable brand experiences by clicking here.
Heinz – Tomato Kingchup
Introducing ‘Kingchup’ by Heinz – the condiment fit for a King! 🍅👑
As the UK prepared for festive street parties, ‘Kingchup’ became the perfect accompaniment to delicious buffet food. The unique ‘Kingchup’ bottles featured the familiar Heinz logo on a fresh label adorned with charming bunting, a majestic crown, and the sauce’s new name.
The demand was overwhelming, priced at £2.50 per bottle with only 570 available. These limited-edition bottles sold out quickly. Due to their popularity, owners began reselling them for up to £500 on platforms like eBay!
DA-SH Drinks – Harry didn’t want the limelight
During his court trial last year, Harry tried to avoid the ‘limelight’, creating a golden opportunity for DASH Drinks.
The brand seized the chance to participate in the biggest event of the day in London. They understood that this was a fleeting opportunity that may not come again. With all eyes on the High Court waiting for Harry, they decided to distribute their new Lime flavour to news crews and crowds.
The event became a sensation on social media, especially on TikTok, reaching over 1.5 million people. It even made it onto live footage on BBC News and Sky News.
Cano Water – #BreakUpWithPlastic
During Wimbledon this year, Cano Water launched a campaign to get Wimbledon to #BreakUpWithPlastic, encouraging people to ‘break up’ with plastic bottled water and use their canned water instead.
For this campaign, they had a DigiVan, asking Wimbledon, “Are you stuck in a toxic relationship?” which had their ‘helpline’ underneath it, encouraging people to call the number. They also handed out free full-sized cans of water to help cool attendees down during the blazing heat.
This guerrilla marketing stunt boosted brand awareness and encouraged viewers to take action.
Pepsi – Better With
Pepsi launched a new campaign called ‘Better with Pepsi’ just in time for National Rum Month, reigniting the battle of the cola brands. According to a recent survey by Pepsi, 56% of participants preferred the taste of a rum and Pepsi cocktail over the traditional rum and Coke.
The campaign was rolled out across print publications, out-of-home in various states in the US, on social media, and different digital platforms.
It’s worth noting that the photos were produced without artificial intelligence or digital tools. The creative agency’s resident origami artist manipulated every rum brand label and napkin by hand… impressive, right?!
GymShark – Every Strong Belongs
Standing tall in the heart of London, Gymshark unveiled the ‘world’s first modest billboard’, featuring fitness influencer Leanna Deeb wearing her headscarf.
The billboard incorporated a mix of paint and real material, giving it a 3D feel and making the message of “Every Strong Belongs” stand out even more. Located just 16 yards from the East London Mosque, the billboard remained there for a few weeks to spread the message far and wide.
Deeb shared, “When I started sharing my journey, my aim was to inspire my audience and help them become the best version of themselves. That goal hasn’t and won’t ever change. I feel completely aligned with Gymshark’s message.”
This was a fantastic example of how brands can approach multicultural marketing authentically – hats off to the team!
Netflix – Faux Print Ads
As the final season of Netflix’s popular show ‘Lupin’ approached, the brand needed to create buzz to keep its viewers engaged.
So, Netflix developed an innovative marketing strategy by launching a range of luxury fashion featuring well-known brands such as Chanel, Hermes, Cartier, Rolex, and Tiffany&Co, but with a twist…
The jewellery was missing from the models adorned in luxury fashion, with tan marks on their wrists and fingers, giving an impression that the elusive Lupin may have stolen them.
The ad images were carefully designed, taking inspiration from the styles, colours, and typography of these renowned brands, but with the logos replaced by the word “Lupin”. The campaign is a brilliant homage to the show’s storyline, immediately capturing the viewers’ attention.
The campaign timing could not have been better, as it coincided with Paris Fashion Week, making it an even more significant event to celebrate the arrival of the final season of ‘Lupin’.
Want to steal people’s attention for your brand? Get in touch with one of the team today by clicking here!
JD Sports – The Bag For Life
JD Sports celebrated its 25th anniversary in style with its latest Christmas ad, “The Bag For Life.”
The film was a tribute to British youth culture, featuring the iconic JD drawstring duffle as a symbol of the brand’s heritage and values. With the tune of “Sweet Harmony” by Liquid playing in the background, the ad showcases real-life scenarios of JD consumers, such as a first kiss and hanging out with friends. The JD duffle has been a constant companion in these moments, making it an integral part of their lives.
The ad features familiar faces such as Central Cee, Davido, Kano, Chunkz & Darkestman, and Cat Burns, adding an authentic touch to the film. In a heartwarming scene, rapper and actor Kano shares a Christmas feast with his real family, making the ad even more relatable and touching.
This campaign’s genius lies in connecting with viewers of all ages, from millennials to Gen Z, through nostalgia and cultural significance.
Charlie’s Bar Christmas advert
Charlie’s Bar, located in Enniskillen, created a heartwarming Christmas ad that touched millions despite having a small budget.
The advert followed the journey of an elderly gentleman taking a lonely stroll, which transformed into a touching moment at the pub. Set to the moving soundtrack “People Help The People”, the ad has taken social media by storm, with millions of views on platforms like X and over 60,000 likes on TikTok. People have been praising and comparing the ad to the iconic festive ads of John Lewis.
The ad states, “There are no strangers here, only friends you haven’t met yet,” reminding everyone to spread kindness this season.
Una Burns, the bar manager and creative genius behind the ad, shared that the overwhelming love for the ad was “beyond wildest dreams”. New customers are already pouring in, and there are talks of making the ad an annual tradition.
CandyCan – Wonka flavour sampling activation
We couldn’t complete our year of campaigns without mentioning the one we did with the team at CandyCan!
To celebrate the release of a new Wonka movie, CandyCan launched a new limited-edition flavour. We were tasked with driving awareness for the brand and new product.
So, in just one month, our team visited three major cities, attended the Wonka premiere, distributed over 13,000 cans of the delicious new flavour, and collected tons of consumer insights!
Want to know how we can create a buzz for your brand and gather valuable consumer insights? Get in touch with one of our team members by clicking here!