Nike: "Just Do It" (1988)
When ad exec Dan Wieden met with a group of Nike employees to talk about a new ad campaign, he told them, "You Nike guys . . . you just do it." The result was one of the most effective taglines in advertising history. During the first ten years of this award-winning campaign, Nike's percent of the sport shoe market shot up from 18 to 43 percent. Today, the Nike name is so recognizable that it doesn't even need to appear in the advertising. Only the iconic "swoosh" is needed.
Why are some products in the U.S. metric and others aren't? Soda is a really good example of one that's metric.