Print remains a powerful visual marketing tool. This article explores how major brands such as Spotify, Netflix and Schweppes have used this medium to capture attention and connect emotionally with their audiences. Through examples of large-format printing in vibrant and innovative campaigns, we see how these brands transform urban spaces into impactful advertising canvases.
Spotify and Print Advertising: A Symphony of Visual Marketing
One emblematic example is Spotify’s global campaign titled “Music for Every Mood.” Launched in 2019, the initiative demonstrated Spotify’s ability to connect with its audience through witty and personalised content, while also highlighting the importance of large-format printing in contemporary advertising.
The campaign stood out for its use of memes and humorous messages designed to resonate with a specific audience segment. What made the campaign particularly impactful was its implementation through posters and large-format billboards placed in strategic locations across cities worldwide, including Australia, Canada, New Zealand, the Netherlands, Germany, Sweden, the United Kingdom and the United States.
Print: A Key Element in Netflix Advertising Campaigns
Netflix, the well-known streaming platform, has captured audiences not only through its content but also through striking advertising campaigns. A distinctive aspect of these campaigns is the use of large-format printed billboards strategically placed in metro stations and city streets in major metropolitan areas.
During Pride Week, Netflix launched a bold and colourful campaign featuring the phrase “Rainbow is the new black.” This creative initiative promoted the series Orange Is the New Black while also expressing support for the LGBTQ+ community, establishing a deeper emotional connection with the audience.
This strategy demonstrates how large-format printing can go beyond simple product promotion, delivering powerful messages that strengthen brand identity and audience engagement.
Schweppes: A Giant in Advertising Campaigns
Schweppes is a brand that has successfully leveraged large-format printing to create memorable visual experiences in urban environments.
The Schweppes campaign launched during the pandemic period stood out for both its humorous message and its impressive visual scale. Under the hashtag #SchweppesConLosHosteleros, the brand developed a creative outdoor advertising concept that filled the streets of Madrid with impactful visual pieces.
The campaign included bus shelters and large-scale displays covering entire buildings, proclaiming the Schweppes message with vibrant colours and striking slogans.
These large-format advertising pieces not only captured the attention of passers-by but also created an immersive brand experience that supported the hospitality sector during a challenging period.
Examples of Print Advertising and Digital Media
A key element of the Schweppes campaign was not only its physical presence but also its digital amplification. Images of the large-format prints were widely shared on social media, extending the campaign’s reach beyond the streets of Madrid.
By combining physical and digital media, the campaign generated conversations online and strengthened audience engagement.
Coca-Cola and Pepsi: Competitive Campaigns
The festive campaigns of beverage industry giants Coca-Cola and Pepsi provide another example of creative print advertising.
The initiative began with Coca-Cola sending a congratulatory message to its historic rival Pepsi. Rather than remaining a simple gesture, the message was transformed into a large-format billboard campaign placed in strategic locations to maximise visibility.
Pepsi responded with a similarly creative concept, also using large-format printing to deliver a witty reply.
This exchange of festive messages, presented through striking graphic pieces, demonstrated how both brands use large-format advertising not only to communicate effectively but also to create memorable interactions with audiences.
Shopify: “Let’s Make You a Business”
The Shopify campaign “Let’s Make You a Business” (2019) aimed to inspire future entrepreneurs to adopt its platform to manage their businesses.
examples of print advertising
Shopify used a variety of physical advertising formats, including posters, billboards and self-adhesive vinyl applied to building façades. These elements were designed not only to capture attention through their size and placement but also through powerful messages such as: “You’re closer to your first customer than you think.”
An especially striking element of the campaign was the use of empty retail spaces. Shopify installed creative signage in vacant commercial premises, encouraging people to imagine opening their own business in those locations.
This tactic not only increased campaign visibility but also created a powerful visual connection with potential entrepreneurs, helping them imagine their future business in those spaces.
These are just five examples that demonstrate how large-format printing can generate strong visual impact and contribute to highly memorable advertising campaigns.
