How to Launch New Products Like Ogilvy
This Ogilvy & Mather ad is a masterclass on product launches. It’s not just an ad—it’s a playbook showing how clear positioning, packaging, and messaging can make a launch double the usual success rate.
Marketing Analysis
The ad uses authority and proof. “73 new products, 45 successful” instantly builds credibility. Then it turns those results into teachable lessons—each principle feels valuable and timeless. Notice how each example (Dove, Shake ’n Bake, Maxwell House) brings abstract advice down to earth. It’s pure content marketing before content marketing was cool.
Why It Works
Shows data and results, not hype
Teaches while advertising (value-first marketing)
Uses visuals and real product examples
Every section answers “what’s in it for me?”
Examples
Dove → Positioned as beauty + skincare, not just soap
Shake ’n Bake → "Crispy without frying," a clear differentiator
Maxwell House → Introduced freeze-dried coffee as freshness innovation
Creative Variations
Hand-drawn pen style
Classic 1950s print ad
Futuristic style
Funny style