Top 5 Poster Campaigns of the Last 20 Years

Posters have always been a cornerstone of creative advertising, and the last 20 years have been no exception. From clever humor to striking simplicity, these campaigns have left a lasting impression.

1. Marmite: "Love it. Hate it. Just don’t forget it."

In 2013, Marmite noticed that many Brits were forgetting about their jars of the divisive spread, leaving them untouched in the backs of their cupboards. 

Enter the "Love it. Hate it. Just don’t forget it." campaign. These ads personified neglected jars, evoking empathy and prompting Marmite lovers to rescue their forgotten jars or make sure they bought new ones.

The campaign relied on Marmite’s incredible brand consistency. With only the edge of the jar visible in the posters, the design was immediately recognizable. 

This consistency dates back decades, as proven by Marmite posters from as far back as the 1920s. This campaign effectively combined humor and nostalgia to remind consumers of a beloved (or hated) staple.

2. Burger King: "Flame Grilled Since 1954"

Burger King has always emphasized one thing: their burgers are flame-grilled. To highlight this iconic method, they took a bold approach. 

The "Flame Grilled Since 1954" campaign repurposed shocking images of actual Burger King restaurants that had caught fire over the years.

The self-deprecating humor and confidence in their identity grabbed attention. 

The stark visuals of burning restaurants were unexpected and eye-catching, ensuring the posters stood out in a crowded advertising landscape. 

This campaign’s viral success demonstrated how audacity and wit can turn even a potential crisis into marketing gold.

3. Nivea: Night Cream as a Moon

Sometimes, simplicity says it all. Nivea’s night cream campaign is a perfect example. The poster featured the product lid slightly ajar, creating the illusion of a crescent moon against a dark sky. 

This subtle but impactful visual was a clever nod to the product’s key feature: skincare designed for nighttime use.

The striking simplicity mirrored the product’s straightforward formula, creating an elegant and memorable campaign. 

It’s a testament to how minimal design, when done right, can leave a lasting impression.

4. Got Milk?

While the "Got Milk?" campaign technically began in 1993, its influence continued well into the 2000s, cementing its status as a cultural phenomenon. 

The campaign’s genius lay in its simplicity. Each poster featured a celebrity sporting a milk mustache alongside the tagline "Got Milk?" 

This format was endlessly versatile, featuring a wide range of public figures from actors and athletes to musicians.

The endorsements attracted attention and lent credibility to the campaign, helping milk maintain its cultural relevance for years. 

However, with the rise of non-dairy alternatives in recent years, milk has struggled to replicate the success of this iconic campaign. 

Still, "Got Milk?" remains a benchmark for effective and memorable advertising.

5. Ikea: Sleep Posters

In 2020, Ikea launched a creative campaign that emphasized the importance of quality sleep. 

The posters featured items like energy drinks, anti-aging creams, and vitamin supplements, but instead of their usual contents, these products were filled with Ikea bedding. 

The message? There’s no substitute for a good night’s sleep, and Ikea bedding is the key to achieving it.

The campaign’s clever design and execution made it instantly engaging. The life-sized photography of the products added authenticity, while the relatable concept resonated with consumers. 

Ikea’s campaign demonstrated the enduring power of a well-designed poster to grab attention, spark conversation, and even go viral on social media.

The Power of Poster Advertising

These campaigns highlight the timeless appeal of posters in advertising. 

From Marmite’s humour to Ikea’s clever metaphors, they prove that posters can transcend mere advertising to create lasting cultural moments. 

Great posters make people stop, look, engage, and remember—and in today’s world, they’re also highly shareable on social media. 

For brands, the lesson is clear: creativity and thoughtful design can turn a simple medium into a powerful tool for connection.

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