What must Copywriters learn from Leo Burnett’s ‘The Big Idea’💡

In advertising, only a few names resonate as strongly as Leo Burnett. Leo has been an inspiration to many marketers across the world.

When I stumbled upon his strategies, I was amazed by his extensive ideas and innovative mind. It is no doubt why this legend’s ideas have greatly influenced today’s modern advertising.

Today, I’m here with one such strategy we must learn from Leo Burnett, as copywriters.

The Philosophy of “The Big Idea”

Burnett’s most renowned strategy was the concept of “The Big Idea.” 

He believed every successful advertisement needed a central, powerful idea that would resonate deeply with consumers. 

This idea had to be simple, compelling, and memorable, capable of cutting through the noise and making a lasting impact. 

The Big Idea was not just about selling a product; it was about creating a narrative that connected with the audience emotionally.

Popular Examples of “The Big Idea” in Action

Leo Burnett’s philosophy of “The Big Idea” gave rise to some of the most memorable advertising campaigns in history. Here are a few notable examples:

1. Tony the Tiger (Kellogg’s Frosted Flakes)

Introduced in 1951, Tony the Tiger became the face of Kellogg’s Frosted Flakes. 

The cereal’s catchphrase, “Its Grrrrreat!” said by the character represents the product’s enjoyable nature and has made it loved by everybody young and old. 

It just goes to show that any well-meaning concept can survive the harsh climate for a long time if it is good enough.

Every successful advertisement needed a central, powerful idea that would resonate deeply with consumers. 

2. The Marlboro Man

In the 1950s, Marlboro cigarettes were repositioned from a feminine brand to a symbol of rugged masculinity. 

The Marlboro Man, a cowboy embodying freedom and toughness, became the centerpiece of this transformation.

Consequently, Marlboro turned out to be the most preferred brand and the cowboy became a lasting figure.

3. The Jolly Green Giant

The Jolly Green Giant, introduced in the 1920s and revitalized by Burnett in the 1930s, became a symbol of healthy and wholesome vegetables. 

The character is designed to be friendly and approachable, which helped in humanizing the brand so that vegetables could be more appealing to consumers.

The Lasting Impact of “The Big Idea”

Leo Burnett’s philosophy of “The Big Idea” continues to influence the advertising industry today. 

In an age where consumers are bombarded with countless messages across various platforms, the ability to distill a brand’s essence into a single, powerful idea is more important, right?

Modern advertising giants, from Apple to Nike, owe a debt to Burnett’s principles.

Apple’s “Think Different” campaign and Nike’s “Just Do It” slogan are contemporary examples of big ideas that have resonated deeply with audiences and driven brand success.

This is a great lesson for Copywriters – to cut it short, keep it straight, and emote with the audience. Now, what are your strategies? Comment below!