top of page

The Best Branding Campaigns of the Past Five Years

In the ever-evolving landscape of marketing and branding, staying ahead of the curve is essential. Over the last five years, we've witnessed some remarkable branding campaigns that have left a lasting impact on consumers and set new standards in the industry. TBMCo has closely watched these successes and believe this list is truly the best of the best.

Nike's "Dream Crazy" Campaign (2018)

Nike has always been synonymous with powerful branding, and their "Dream Crazy" campaign, featuring Colin Kaepernick, made headlines globally. It was a bold move to align with a figure known for his activism, but it paid off immensely. The campaign's message of believing in one's dreams and pursuing them resonated with a broad audience, while also sparking important conversations about social issues. It demonstrated that authenticity and taking a stand can elevate a brand to new heights.

The Barbie Movie Campaign (2023)

Barbie: Be Yourself

The Barbie Movie, which had quite the year-long build up, generated substantial buzz and anticipation. Partnerships from Airbnb to Progressive made the Mattel icon made it impossible to ignore. The campaign demonstrated how a brand like Barbie could leverage its iconic status and cultural relevance to expand its reach. By venturing into the world of movies, Barbie aimed to create a deeper emotional connection with its audience and extend its brand narrative.

This campaign illustrates the importance of brand extension and exploring new avenues for storytelling. It serves as a reminder that established brands can continually evolve and find innovative ways to engage their audience.

Apple's "Shot on iPhone" (Ongoing)

Apple's "Shot on iPhone" campaign is a prime example of how simplicity can be incredibly effective. The campaign features user-generated content, showcasing stunning photos and videos captured on iPhones. It not only highlights the product's quality but also fosters a sense of community among iPhone users. By empowering customers to become brand advocates, Apple continues to build a loyal and engaged customer base.

Airbnb's "We Are Here" (2020)

Airbnb's "We Are Here" campaign addressed a critical issue during a challenging time: the COVID-19 pandemic. Instead of promoting travel, Airbnb acknowledged the global situation and focused on their hosts. The campaign shared heartfelt stories of Airbnb hosts and how they were coping during the pandemic. It showcased empathy and support, strengthening the brand's connection with its hosts and guests. This campaign demonstrated that authenticity and compassion can shine even in the darkest of times.

Coca-Cola's "Share a Coke" (2014 - Ongoing)

Coke Sharing

While slightly outside the five-year timeframe, Coca-Cola's "Share a Coke" campaign had such a lasting impact that it deserves a mention. By replacing its iconic logo with common first names, Coca-Cola personalized its products and encouraged consumers to share a Coke with friends and family. This simple yet effective campaign boosted engagement and sales, proving that personalization can breathe new life into established brands.

Dove's "Real Beauty" (Ongoing)

Dove's "Real Beauty" campaign has been ongoing for over a decade, but it continues to make waves. The campaign focuses on challenging conventional beauty standards and celebrating real women of all shapes, sizes, and backgrounds. Dove's commitment to promoting body positivity and self-esteem aligns with its brand values, creating a strong emotional connection with consumers. It's a testament to the power of consistency in branding.

Old Spice's "The Man Your Man Could Smell Like" (2010 - Still Influential)

Though it's a bit older than five years, Old Spice's "The Man Your Man Could Smell Like" campaign had a significant impact on branding and advertising, and its influence persists. The campaign's humorous and over-the-top style rebranded Old Spice from a traditional men's grooming product to a hip and entertaining brand. It proved that a slight rebrand can be both bold and humorous while retaining core brand values.

Airbnb's "Live There" (2016)

Airbnb makes the list again, this time for their "Live There" campaign. It focused on the experience of living like a local when traveling, emphasizing authentic connections with destinations. The campaign showcased unique and inspiring Airbnb listings and encouraged travelers to immerse themselves fully in their chosen locations. "Live There" exemplified the idea that Airbnb doesn't just offer a place to stay but a way to truly experience a destination.

Spotify's "Wrapped" (Ongoing)


Spotify's annual "Wrapped" campaign has become a cultural phenomenon. It compiles users' listening data into personalized and shareable year-in-review summaries. By turning data into a personal story, Spotify has tapped into a universal desire to reflect on and share our experiences. It's a brilliant example of how data-driven personalization can create emotional connections with users, and not just for a limited-time only.

Burger King's "Moldy Whopper" (2020)

Burger King's "Moldy Whopper" campaign might seem counterintuitive at first. It featured time-lapse footage of a Whopper growing mold, emphasizing the absence of artificial preservatives. It was a bold move to highlight what some might see as a negative aspect of their product, but it reinforced the brand's commitment to quality and transparency by accentuating the real ingredients used. It's a great example of how authenticity and honesty can be powerful tools in branding.


These branding campaigns experienced by consumers over the past five years showcase the power of authenticity, empathy, and creativity in building and maintaining strong brands. They remind us once again that successful branding goes beyond flashy logos and slogans; it's about connecting with your audience on a deeper level and staying true to your core values. As branders, we are always drawing inspiration from the marketplace ,and we strive for authenticity and emotional resonance in all branding efforts. Remember, your brand is more than a business; it's a story waiting to be told.

We try to share current news from the marketing industry that will inspire you and help you create your own powerful brand strategies. Make sure to join our newsletter to get these sent to your inbox and follow us on Instagram @thebrandmgmtco. If you feel like you need more help in developing your brand identity and brand strategies, feel free to schedule a free 30 minute consultation to discuss your headaches and your goals. The Brand Management Company can help take the stress off you and your brand so you can get to the work of building your empire! We look forward to hearing from you.


bottom of page