Growth Lab

Did you know "horsepower" began as a marketing strategy? In the 1700s, James Watt needed to explain his steam engine’s power in relatable terms. His solution? Comparing it to the strength of horses—a concept everyone understood. This simple framing transformed perceptions of mechanical power and fueled the adoption of new technology.

In 2011, Patagonia urged customers not to buy their jackets. Far from a gimmick, it was a bold stance on environmental responsibility, aligning their marketing with their core values. The move resonated deeply, building trust and loyalty—but what if it had backfired? Would your brand take such a risk to stay true to its principles?

In 2008, Airbnb turned to cereal to survive. Launching "Obama O’s" and "Cap’n McCain" during the presidential election, they sold 800+ boxes at $40 each. The result? Critical funds, media buzz, and CNN coverage that introduced Airbnb to the world. This wasn’t just about cereal—it was about leveraging trends to spark global success. Proof that out-of-the-box marketing can build iconic brands.

Red Bull redefined marketing with bold, high-risk strategies like sponsoring Felix Baumgartner’s record-breaking skydive from 24 miles above Earth. This audacious event captivated millions worldwide, reinforcing Red Bull’s identity as the ultimate brand for extreme sports and adventure. By focusing on lifestyle and daring content rather than the product itself, they built a powerful, globally recognized brand. Sometimes, taking a calculated risk can elevate your brand to new heights. Are you ready to take yours?

How can a brand make holiday shopping about more than just buying? Macy’s has the answer. Through their "Believe" campaign with Make-A-Wish, Macy’s donates $1 for every letter to Santa received (up to $1 million). They transform their stores into hubs of holiday magic, inviting families to create memories while supporting a good cause. This strategy doesn’t just spread holiday cheer—it builds deeper connections with customers by aligning with their values. A perfect example of commerce meeting cause.

What if your company took the boldest stand on the busiest shopping day of the year? That’s exactly what REI did in 2015 when they closed all stores on Black Friday, asking customers and employees to #OptOutside and embrace the outdoors instead of shopping. The response? Massive. What started as a campaign grew into a movement, with millions of participants and hundreds of companies joining in. By 2022, REI made this a permanent tradition, proving that purpose-driven strategies can redefine market norms.

How do you turn a year-round product into a seasonal must-have? Pop It Pets cracked the code! By teaming up with TikToker Nicole Jacqueline, they transformed their collectible fidget toys into whimsical holiday ornaments. It wasn’t just about creativity—it was about finding the perfect influencer to match their playful vibe, creating authentic connections that resonated with audiences. This campaign is proof that with the right strategy, even non-seasonal products can shine during the holidays.

For nearly 35 years, the Hershey’s Kisses Bells ad has been a staple of Christmas. But here’s the twist: it was never officially approved. In 1989, Hershey’s executive John Dunn believed so strongly in the simple idea of Kisses as ringing bells that he pushed it forward quietly—and the risk paid off. When Hershey’s tried updating it in 2020, fans revolted. To them, this wasn’t just an ad—it was tradition. Hershey’s brought the original back, proving some ideas are timeless.

For nearly 20 years, Starbucks' red cups have been more than just a coffee accessory—they’ve been a symbol of the holiday season. But how did they go from festive tradition to cultural lightning rod? In 2015, a simple design change sparked global debate, showing just how powerful seasonal branding can be. This is how design, tradition, and controversy can amplify a brand's cultural impact. What do you think of Starbucks' red cups? Iconic or overrated?

Remember Kevin from Home Alone? In 2018, Google brought back our favorite holiday hero, blending the nostalgia of Home Alone with the magic of modern technology. The result? "Home Alone Again," a heartwarming and hilarious ad that captured the hearts of millennials everywhere. With over 70 million views, it became a viral sensation, proving that tapping into childhood memories is a powerful way to connect with your audience. What's your favorite nostalgic ad campaign?