Some marketing campaigns will be remembered for years (How many licks…?, Can you hear me now?). Certain slogans become timeless (Just Do It, Got Milk?). Spokespeople become cultural icons (The Marlboro Man, Flo). Some brands even become so synonymous with their product they become part of the lexicon as verbs (Google, Uber).

And then there are marketing campaigns that have influenced our lifestyle to the point they’ve shifted the entire culture. We don’t question them, and we’re likely unaware that we do and believe certain things because marketing agencies wanted us to. (Why do we propose with diamonds, after all?)

Here are six iconic things that started as marketing campaigns.

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