The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Kbs Marketing Moments IPod

2001: Apple introduces its first iPod at start of the millennium


By The Drum Team, Editorial

March 31, 2016 | 2 min read

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.


Today's marketing moment was chosen by Paul Renner, executive creative director at KBS. Below, find out why Apple's rollout of the iPod is his favorite marketing moment.

The year 2000 turned out not to be the end of the world as predicted. But our world did change dramatically that year. The year 2000 brought us the first-ever iPod.

This one small product changed our lives and ears forever. I remember unboxing the iPod (sorry no YouTube video exists to prove it, but trust me it was amazing). Unboxing this magical, kinda weighty gem and just feeling different after I held it in my hand.

It actually set expectations on how consumer products should feel in your hand from that day on. It was the one item I bought that made me feel really smart (I own this iPod and not everyone has one) and empowered (a thousand songs in my pocket? That’s nuts!) more so than any other purchase I can think of at that time.

This amazing product and the marketing effort from Apple soon thereafter set the tone and raised the bar for our distant marketing future.

See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.

Kbs Marketing Moments IPod

More from Kbs

View all


Industry insights

View all
Add your own content +