Fly the Branded Skies


Agency: Campbell-Ewald

These are posts from Fly the Branded Skies about Campbell-Ewald.


On the first Monday in March, 1961, the unthinkable struck Eastern Air Lines: a deficit. After 26 years of profits, Eastern declared a loss of $3.6 million.

The loss in 1960 marked the beginning of a decade of change at Eastern. It revealed fundamental problems from which the airline would never really recover. But it also spurred one of the most remarkable reinventions of any airline brand, ever. The changes at Eastern went far beyond a new coat of paint on its airplanes. They reflected an airline that not only portrayed itself differently, but saw itself differently.

For in just ten years, Eastern went from “bums on seats” to “the Wings of Man.”

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Jingle: Swissair “Heidi Wouldn’t Lie” (1968)

Heidi Wouldn't Lie

Listen: Swissair: “Heidi Wouldn't Lie”

If you sell a country, you have two choices: bikinis or cuckoo clocks.

Cuckoo clocks are expected. Everyone knows Switzerland has cuckoo clocks. Egypt has pyramids. Canada has trees and mountains. Brazil has Carnaval. Bikinis turn national stereotypes on their ears. Sometimes the Swiss wear bikinis. Egypt has modern cities. Canada has beaches. Brazil has golf.

This is the story of how one airline went from cuckoo clocks to bikinis and back again.

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