Just Do It: The secret story behind the world’s most recognizable slogan
You should all have heard about Nike’s marketing campaign; Just Do It! What you might not know is that there is controversial story behind this marketing campaign. Let’s explore what made it one of the world’s most recognizable slogan.
Back in 80s, Nike was positioning its brand and promoting its products to a very niche market, catering mainly to athletes in competitive sports such as male marathon runners.
But then, a new challenge emerged. Obesity became one of major problem in the society of America. This resulted in a significant behavioural change. More and more people were becoming interested in fitness and its importance in their lives.
Reebok was on of the main competitor of Nike and it had quickly adjusted to this change by successfully launching a new product category, which was the aerobic shoes. However, Nike was facing a great complexity, because none of its communications were focusing on capturing the role of fitness in peoples lives.
So, the question for Nike was how to change their branding strategy in order to connect with a wider fitness audience rather than connecting only with the elite of athletes.
”Everyone has a body and is therefore a potential athlete’’ Bill Bowerrman, Nike’s Co-founder
The answer to this question was given by Dan Wieden. Just before presenting his new marketing campaign to Nike, Dan Wieden was trying to come up with a new slogan that could speak not only to world class athletes but also to people who just started walking to get in shape. That was the moment when it came to his mind the last words of Gary Gilmore, who was sentenced to death by fire-gun shot; “Let’s Do it!” and that’s how he came up with the “Just Do it” slogan.
It was a success!
Nike used the slogan for first time in a TV commercial, which was featuring Walt Stack. An 80 years old man who is running 17 miles every morning. In the commercial, he mentions that people asking him how he keeps his teeth from chattering.
Find out how by watching the video!
“Just do it” is considered to be one of the most world’s most recognisable slogan, because it is simple, memorable, distinctive, but mainly due to the fact that it connects with its customers in a deep emotional level that is difficult to forget. The campaign was so successful that sales increased significantly from $800 million in 1988 to more than $9 billion in 1999.
This marketing campaign took my attention because of the controversial story behind the creation of the slogan. But the main reasons I love it, it’s because of its simplicity but also due to the long lasting power of the emotional connection that has achieved with its customers.
Even though more than 25 years passed, the slogan is still used very successfully until today in Nike’s campaigns. Furthermore, Nike’s customers are engaging with the slogan in social media by using the #justdoit, when they post pictures with Nikes products while they work out.
Post’s Takeaways
- Keep your slogan short, simple and memorable.
- It should also connect at deep emotional level with its target audience.
- Dan Wieden came up with “Just do it” slogan, when it came to his mind the last words of Gary Gilmore before his execution, which was “Let’s do it”.
