Top Ten Biggest Marketing Moments of 2020

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Here’s my second year-end list for 2020. Yesterday I did a count down of my top ten favorite blog posts. It’s always interesting to look back and reflect on the year that was. 2020 was one for the record books. And a lot of brands did a lot of interesting and rewarding work in the midst of a pandemic and amidst a renewed outcry for racial justice. I am proud to be a marketer this year.

So here are my own choices for the biggest moments of the year.

10. Global Oreo Vault: Brand Oreo was one of the most prolific marketing players this year with several new initiatives including a collaboration with Lady Gaga. But it’s the brand’s Global Vault that captured my attention … a place where the brand stored its secret recipe and some cookies in case the world comes to and end (how scary is that). https://www.jimjoseph.com/jimjosephexp/2020/11/11/oreo-shelter

9. Dad How Do I: This dad rebranded himself to help kids who might not have a dad to turn to with their questions. Great example of personal branding and of doing good in the world. https://www.jimjoseph.com/jimjosephexp/2020/5/24/dad-how-do-i-

8. Burger King Says Order from McDonald’s: The QSR (quick serve restaurant) segment was also quite busy in marketing land this year, likely because the brands served a unique role in feeding the world. Thank you for all the drive thru options! It was awesome to see two rivals come together to support their collective workforce. https://www.jimjoseph.com/jimjosephexp/2020/11/3/burger-king-says-order-from-mcdonalds

7. Nike Play for the World: Always a brand that inspires, this time Nike reminded us why we are all staying at home in the pandemic. https://www.jimjoseph.com/jimjosephexp/2020/4/22/play-for-the-world-1

6. VOTE Replaces TIME: In the US, we saw the importance of voting this year more so than ever before. Many brands kicked in to encourage the vote. Time Magazine even replaced its cover logo with the word “VOTE.” https://www.jimjoseph.com/jimjosephexp/2020/10/23/vote-replaces-time

5. Crayola’s Colors of the World: The number one brand of crayons purposefully expanded the range of colors for “flesh.” https://www.jimjoseph.com/jimjosephexp/2020/5/26/crayons-skin-tones

4. Wear a Mask Campaigns: Many brands promoted the importance of wearing a mask. The messages from CNN and Burger King were especially clever to my eye. https://www.jimjoseph.com/jimjosephexp/2020/8/11/fauci-mask

3. P&G’s The Choice: P&G continued its campaign string to fight racism with a stirring reminder. It hit hard and I for one really took note. I know many others did as well. https://www.jimjoseph.com/jimjosephexp/2020/6/12/pampgs-the-choice

2. LVMH Hand Sanitizer: Many many brands changed up their models this year to support the pandemic. Luxury house LVMH (Louis Vuitton Moet Hennessy) was among the first to start making hand sanitizers, a complete reversal of their manufacturing. Because they were first up, they got noticed first and inspired other brands to do the same. https://www.jimjoseph.com/jimjosephexp/2020/3/16/lvmh-hand-sanitizer

NUMBER ONE. #LightUpBlue: It was so inspiring when landmarks all around the world turned blue to support the frontline workers in the pandemic. As were all the folks on their balconies worldwide clapping in appreciation. An ever-present reminder that we are all in it together and true moments of unity for those taking care of others. https://www.jimjoseph.com/jimjosephexp/2020/5/1/the-blue-light

There were so many more brands that did great work this year, supporting us during the pandemic, encouraging the vote, and joining the fight for racial equality … plus just regular ‘ole marketing work that inspired us to be better and to do better. I’d like to thank them all. The world of difference that these brands made indeed made the world just a tiny bit better. Add it all up and there’s great impact.

Looking forward to 2021! What’s your experience? JIM

PS … I too had my own marketing moment when I released my latest book called The Conscious Marketer. It’s all about the importance of being conscious of the world around you when marketing your brands. Something that turned out to be quite timely. You can check it out by clicking here if you’re interested.