Apple’s “Think Different” (1997) Marketing Campaign Case Study

Maximum Impact
September 27, 2023

Apple’s “Think Different” marketing campaign is considered one of the most iconic and successful advertising campaigns in history. Launched in 1997, this campaign played a crucial role in revitalizing Apple Inc. and reshaping its brand identity. Here’s a case study of the campaign:

Background:

In the mid-1990s, Apple was struggling. The company had lost its market share to competitors like Microsoft, and its product line was seen as uninspiring. Steve Jobs, who had co-founded Apple but was ousted in 1985, returned to the company in 1997 as its CEO. He brought with him a new vision for Apple’s marketing and branding.

Objective:

The primary objective of the “Think Different” campaign was to reposition Apple as an innovative and creative company. Apple aimed to appeal to a broader audience beyond its loyal user base and differentiate itself from the competition..

Key Elements of the Campaign:

The Slogan: “Think Different” was a simple yet powerful slogan that encouraged people to break away from the norm and embrace creativity and innovation.
The Iconic TV Commercial: The campaign featured a powerful TV commercial narrated by Richard Dreyfuss, with footage of iconic figures like Albert Einstein, Martin Luther King Jr., Mahatma Gandhi, and John Lennon, among others. The ad celebrated individuals who had challenged the status quo and changed the world. The commercial concluded with the Apple logo and the “Think Different” slogan.
Print and Outdoor Advertising: The campaign included print ads and outdoor billboards featuring the same iconic individuals with the “Think Different” tagline and the Apple logo.
Consistency: The campaign was consistent in its message and imagery, reinforcing the idea that Apple was a brand for those who dared to be different.

Results:

Rejuvenated Brand Image: The “Think Different” campaign successfully transformed Apple’s image from a struggling tech company to a symbol of innovation and creativity. It positioned Apple as a brand for free-thinkers and creative individuals.
Increased Sales: Apple experienced a significant boost in sales and market share following the campaign. The iMac, introduced shortly after the campaign’s launch, became a massive success.
Cultural Impact: The campaign had a profound cultural impact and became a part of popular culture. It resonated not only with Apple customers but also with people who admired the vision and values it represented.
Brand Loyalty: The campaign helped cultivate a loyal customer base that continues to be devoted to Apple products today.
Legacy: The “Think Different” campaign remains an iconic example of successful branding and advertising. It is often referenced in discussions about marketing excellence.

Lessons Learned:

Simplicity: The campaign’s simplicity in messaging and imagery made it memorable and relatable.
Emotion: It tapped into people’s emotions by celebrating visionaries and encouraging them to think differently.
Consistency: The consistent message across different media channels reinforced the brand’s identity.
Authenticity: The campaign reflected Apple’s core values and the personality of its co-founder, Steve Jobs, which added authenticity to the message.

In conclusion, Apple’s “Think Different” campaign was a game-changer for the company. It redefined its brand identity, connected with consumers on a deep emotional level, and contributed to Apple’s resurgence as a tech giant. This campaign is often cited as a prime example of effective marketing and branding in the tech industry.