Introduction
In the world of advertising, the Mad Men series has left a lasting impression. The show's portrayal of the industry in the 1960s may seem dated, but its marketing strategies are timeless. One particularly noteworthy scene, featuring Don Draper and the Garner family, showcases the essentials of successful marketing.
The Dialogue from Mad Men
Don Draper: This is the greatest advertising opportunity since the invention of cereal. We have six identical companies making six identical products. We can say anything we want. How do you make your cigarettes?
Lee Garner, Jr.: I don't know.
Lee Garner, Sr.: Shame on you. We breed insect repellant tobacco seeds, plant them in the North Carolina sunshine, grow it, cut it, cure it, toast it...
Don Draper: There you go. There you go.
[Writes on chalkboard and underlines: "IT'S TOASTED."]
Lee Garner, Jr.: But everybody's else's tobacco is toasted.
Don Draper: No. Everybody else's tobacco is poisonous. Lucky Strikes'... is toasted.
Roger: Well, gentlemen, I don't think I have to tell you what you just witnessed here.
Lee Garner, Jr.: I think you do.
Don Draper: Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of a road that screams with reassurance that whatever you're doing is OK. You are OK.
Lee Garner, Sr.: It's toasted.
[Smiles]
Lee Garner, Sr.: I get it.
Here’s Why It’s An Impressive Example of the Power of Good Marketing
Unique Selling Proposition (USP)
The dialogue highlights the key message of the campaign: the toasting process of Lucky Strike cigarettes. They further differentiate it from other cigarette brands by calling the competitors “poisonous.”
Emotional Appeal
The dialogue emphasizes how calling it “toasted” creates happiness and frees customers from fear, tapping into emotions that are relevant to the target audience. By connecting well-being with smoking Lucky Strikes and a sense of well-being, the campaign appealed to people's emotional needs.
Clear Message
"It's Toasted" is a simple, memorable, and easily understood tagline. Consistent repetition will create brand recognition and memorability. The tagline communicates the brand's key message, making it easy for the target audience to understand and remember.
Conclusion
This scene highlights the importance of having a clear USP, tapping into emotions, and using a simple yet memorable tagline. By setting Lucky Strike apart from other cigarette brands and linking it with happiness and peace of mind, the campaign made a lasting impact on consumers. The "It's Toasted" slogan still inspires marketers today, proving its effectiveness in creating brand recognition and memorability.