Sally Slater’s Post

Ever heard of "Mother Beverage?" Hint: it was on Shark Tank ABC, and is widely known as something else now...... That's right, it's poppi! Marketing Geniuses. In 2018 they made an appearance on Shark Tank hoping to strike big. Turns out, they made a deal with the right Shark. Rohan Oza, founder of CAVU Consumer Partners, responsible for the success of Vitamin Water, Bai, and Vita Coco, partnered with the company for a 25% stake. However, "Mother Beverage" needed a rebrand. Something that could be trademarked. That's where "Poppi" came to life and the success shot out of a cannon exponentially. Being in only 200 stores previous to the rebrand in 2020, they now are in over 20,000 big name chains such as Target, Whole Foods, Publix, and Walmart. But wait it gets better... Now they are in Wholesale! Not to mention the success it's gaining on TikTok with influencers and celebrities. And I have to say, some of those flavors are wildly tasty - I'd be lying if I said I don't stock up when I go to Costco. Taking that old soda you find full of sugar and wrecking your gut, this prebiotic apple cider vinegar based, low sugar soda has taken over the hearts of millions. And to think, it started by a husband and a wife Stephen Ellsworth & Allison Ellsworth in Texas, taking their farmers market dream to a nationwide favorite. The future of soda is here they say, and oh boy is it coming to fruition. Now that's marketing. 📌 By the way, what's your favorite flavor? Tell me below 👇 The classic Cherry Limeade is the go to for me, but the Root Beer is a close second. #poppi #sodabutbetter #future #soda #marketing #digitalmarketing #trailblazer #sharktank #connect #health #healthy #connections #leadership #genius

We've all been there. That dreaded moment. When the ketchup is all wrong. The color: 50 shades of 'red' The taste: 50 shades of WTF And you know, in that moment— It is NOT Heinz. I don’t usually consider myself a ‘brand snob.’ But Heinz keeps me loyal. Shake it up—advocate for your brand. And while you’re at it, elevate your brand with a powerful campaign. Be a ketchup hero today! ♻ Repost to support informed decision-making—ketchup style.

When Quirk Meets Ketchup: Kate Spade x Heinz Get ready to turn heads and start conversations with the latest trendsetting collaboration: Kate Spade x Heinz. This collection isn’t just an accessory; it’s a statement. From the chic ketchup-themed bag to the bold shoes with ketchup spills, and even a Heinz phone case—each piece is designed to surprise and delight. Why is everyone talking about it? The bizarreness of this collaboration is what makes it buzz-worthy. The media loves a good story, and when they talk about it, people listen. The quirky charm of Kate Spade combined with the universally loved Heinz creates a perfect recipe for virality. The more it’s seen, the more it’s talked about, making this campaign an undeniable success. #thedhindoraclub #advertisingandmarketing #socialmedia #digitalmarketing #brands #strategy #creativity #design #advertising #marketing

As "spooky season" approaches, 👻 my excitement grows—not just because it's a time to binge-watch favorite's like Harry Potter, Lord of the Rings, and The Hobbit. Snacking and movie marathons are a perfect match, and in an exciting twist, Kraft Heinz has partnered with PepsiCo's Monster Munch to create a limited edition 'spooky season sauce.' This sauce promises to be a taste sensation. The Heinz [Scarily] Good Monster Munch Mayo combines the zesty taste of Pickled Onion Monster Munch with the creamy texture of Heinz's classic mayonnaise. This product appeals to Monster Munch fans' sense of nostalgia and Gen Z's desire for distinctive flavour experiences. Brand collaborations are now a strategic move in business, offering numerous advantages that can greatly enhance branding and trademarks. By joining forces, two brands can use their strengths to offer a unique product that appeals to a wider audience. Such collaborations can increase brand visibility, as they naturally create excitement and attract the attention of both brands' followers. 🎃 👻 #branding #halloweenseason #brandprotectation

Everyone is buzzing about Taylor Swift's Eras Tour shows in Germany (I know I am!), and even Kraft Heinz Ketchup isn’t immune to her charm! Explore this week's insight from Tabbler Consumer Marketing Hacks 2024 series… 𝗔 𝗣𝗲𝗿𝗳𝗲𝗰𝘁 𝗥𝗲𝗰𝗶𝗽𝗲 𝗳𝗼𝗿 𝗕𝘂𝘇𝘇: 𝗛𝗲𝗶𝗻𝘇 𝗮𝗻𝗱 𝗧𝗮𝘆𝗹𝗼𝗿 𝗦𝘄𝗶𝗳𝘁 🍅 In 2019, Heinz launched "Kranch" – a blend of ketchup and ranch. Spoiler alert: it became the worst seller in Heinz's history. Last year, as the world obsessed over Taylor Swift's new relationship with NFL star Travis Kelce, a photo of her eating chicken with ketchup and "seemingly ranch" at a game went viral. In just 24 hours, Heinz rebranded and relaunched 100 bottles of their Kranch sauce as “Ketchup and Seemingly Ranch.” The result? Swifties snatched up every single bottle in just 20 minutes! Walmart then decided to turn limited-edition bottles into permanent items nationwide. With $0 spent on advertising, Heinz racked up an impressive 𝟲 𝗯𝗶𝗹𝗹𝗶𝗼𝗻 𝗶𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀, 𝘀𝗲𝗰𝘂𝗿𝗲𝗱 𝟮,𝟰𝟬𝟬 𝗺𝗲𝗱𝗶𝗮 𝗽𝗹𝗮𝗰𝗲𝗺𝗲𝗻𝘁𝘀, 𝘀𝗮𝘄 𝟱 𝘁𝗶𝗺𝗲𝘀 𝗺𝗼𝗿𝗲 𝗱𝗲𝗺𝗮𝗻𝗱 𝘁𝗵𝗮𝗻 𝘁𝗵𝗲𝗶𝗿 𝗰𝗹𝗮𝘀𝘀𝗶𝗰 𝗸𝗲𝘁𝗰𝗵𝘂𝗽, 𝗮𝗻𝗱 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗲𝗱 $𝟭𝟲𝟬 𝗺𝗶𝗹𝗹𝗶𝗼𝗻 𝗶𝗻 𝗘𝗮𝗿𝗻𝗲𝗱 𝗠𝗲𝗱𝗶𝗮 𝗩𝗮𝗹𝘂𝗲. #MarketingTrends2024 #InnovativeMarketing #Marketing

I do not like my ketchup with a side of yikes 😬🍅 Earlier this month Heinz launched its ‘It Ha-Ha-Has to Be Heinz’ campaign. Very out there, not at all demure, very gutsy. Some called it inspired. Most hated it. The ad was pulled—fast. The good: It’s not boring. It evokes an immediate reaction. And that's a good, because boring is death; in most brainstorms the bland ideas are usually the first to go. The bad: Whatever they wanted people to feel, most didn't feel that. Unfortunately, the ad is reminiscent of minstrel vibes, eliciting reactions that mostly range from "hmm?" to "eww" No brand, creative, or strategist sets out to be racist (at least not publicly, in 2024). But it begs the questions: - Who was in the rooms where this work got approved? - Did people feel empowered to speak up? Did they get shut down? - Did consumers peep this work before it saw the light of day? I don't know. I do think the work is gutsy and gorgeous, and I like that part. What I don’t like—beyond the blackface blunder—is that it just feels unnecessarily dark. When I think of Heinz, I think quirky...and if we’re going spooky quirky, more Beetlejuice vs. Joker. Thoughts? #BrandlySpeaking, it’s a miss. But I’m keen to see more from Heinz x GUT NY 🙌🏾 Hbu? -------------------- Hi, I'm Nana 👋 If this post resonated, drop a comment! Need a writer+strategist? Learn more @ www.whatnanawrote.com #branding #marketing #advertising #adland #heinz

You can’t sit on the shelf in isolation forever. You have to tap into popular culture in order to stay relevant in the world.    The Kraft Heinz team has mastered this art, creating campaigns that don’t just blend in but make noise and grab attention, contributing massively to them becoming (and remaining) a leading brand worldwide.   But how do they do it?   Heinz is a brand that’s consistently evolved by aligning with cultural moments.    Take the Heinz x Absolut Pasta Sauce, for instance. This collaboration with Absolut Vodka was a bold move that paid off big time, driving over 500 million media impressions across 30 countries. The result? A 52% sales uplift and a boost in market share that crowned Heinz as the number one pasta sauce brand during that period.   Around the time the Barbie movie became a cultural phenomenon, Heinz tapped into the frenzy with their limited-edition Barbiecue sauce. A playful tweet that resonated with fans online turned into a limited-edition collaboration with Mattel that sold out rapidly.   Similarly, the collaboration with Ed Sheeran for “Edchup” wasn’t just a gimmick—it was a stroke of genius that connected with millions. The campaign video alone racked up more than six million views on YouTube and has since led to Kraft Heinz and Ed co-creating the hot sauce ’Tingly Teds’.    And let’s not forget the Godfather-inspired pasta sauce, a limited edition featuring the exact same ingredients named in the iconic film. Heinz celebrated the launch with its very own premiere in London’s Leicester Square cinema, setting records for sales and solidifying its place as a brand that knows how to ride the wave of pop culture.   Don’t get me wrong—not everybody loves these whacky collaborations. In fact, if you look online, you will see copious amounts of backlash, but that does not deter Heinz; it helps them achieve their goal of maximising attention.    I know I would rather divide the opinions of millions than speak to nobody.    Bravo to the Kraft Heinz team for their relentless creativity and on-point execution. These campaigns are proof that when you tap into the cultural zeitgeist, you don’t just stay relevant—you lead the conversation.   What are your thoughts? Great marketing or pointless collaborations?   #Marketing #Collaboration #Heinz

In 1999, Dr Pepper challenged the public to consider what on earth could possibly go wrong if they tried something a little different, with a campaign that perfectly demonstrated the second Principle of Unforgettable Brands…. Entertainment. Fast forward to 2024, and #DrPepper overtook #Pepsi to become the second largest soft drink in the US after consistent growth across 3 decades. I love three things about this… - It’s another example of the power of leaning into a perceived negative to turn the tables (how much less entertaining would it have been if it focussed on the potential positive of trying something different!?) - And, as Andrew Tindall pointed out earlier this week, it wasn’t a new idea, just another iteration of the ‘something different’ position the brand has held for over 100 years. - Finally, it uses schadenfreude, the beautiful art of finding pleasure in somebody else's misery - something the best comic writers do so well. The flip-side to this of course is the demise of Pepsi, which has declined more in the past 30 years than Dr Pepper has gained, a sad story for a brand that has, at times, been a pin-up case study for perfect positioning. #DrPepsi #Marketing #Advertising Keurig Dr Pepper Inc.

The Law of the Opposite is one of the most simple but powerful positioning concepts I've found. Simply put, if you're competing with a category leader, find their core essence/position and then present customers with the opposite. Coke was the 100+ year old established product, so Pepsi became the choice of a new generation. McDonald's was fast and mass-produced, Burger King was flame-broiled and put forward the message "have it your way". Who is your biggest competitor and what is their strongest attribute? Determine what the opposite is, and ask yourself if you can authentically own it. You might find a winning strategy. This idea comes from Al Reis and Jack Trout's book "The 22 Immutable Laws of Marketing"...which is full of great marketing nuggets. Check it out! #branding #brandstrategy #positioning

Viral trends are like rocket fuel for brands looking to boost their visibility and sales! These trends come and go quickly, so brands that act quickly will have maximum impact. Heinz acted fast in releasing their Ketchup and Seemingly Ranch flavor in less than a day after the viral tweet went out! What is your favorite viral pop culture marketing moment? Let us know below! #PopCultureMarketing #ViralTrends #TaylorSwift #MarketingTips #Heinz #OBCIDO