What other brand comes to mind when you see this Heinz ad below?



I’m guessing you said Corona, right?

In Canada, for this year's Victoria Day, Heinz Ketchup and agency Rethink whipped up this clever ad—a clear reference to Corona and its famous lime-wedge-in-the-bottle. The line at the bottom reads, "Eat responsibly."

In Canada, the coming long weekend is associated with people drinking copious amounts of alcohol. Heinz wanted to get involved in the festivities, but when food isn’t the focus they needed as smart way to make themselves relevant to the occasion.

So why not piggy back on a brand that is always welcome when it comes to chilling out in the sun? The best thing about this is is that there are no losers, only winners. Both brands are getting important share of mind during this important consumption occasion.

Even Corona showed their love when they got involved on social. This is post was so reactive and fuelled the conversation.












For me, this is a brilliant example of the power of KBAs and how they can used to deliver your comms message in a simple, yet impactful way.


I love it!

A lot of heritage brands have sonic trademarks and identities that have become invaluable brand codes (KBA’s). They can employ these audible properties in their comms and across their various touchpoints to drive brand salience and instantaneously cut through in our system one world.

When it comes to these audio signatures, Coke have so many. From their infamous jiggle “I’m loving it”, to the sound the bottle makes when you open it.

While the latter isn’t technically ownable, it is still so distinctive. The brand over the years has managed to inextricably connect these natural, category sounds to their brand, so now when you hear them there is only one curvy bottle that appears in the mind’s eye.

Not one to miss a trick when it comes to playing with their audio assets, Coke hero them in their latest campaign which plays on Synesthesia - a sensation produced in one modality when a stimulus is applied to another modality, as when the hearing of a certain sound induces the visualisation of a certain colour.

A new campaign for the European market from David Miami banks on the idea that the sight of a bubbly glass of Coke will have an synesthetic effect on consumers--so that by merely looking at the ads, they’ll be able to “hear” them.

The effort features a series of close-up shots of the soda in a glass, an opener prying the cap off a Coke bottle, a finger lifting the tab off a can. The copy then “baits” viewers: “Try not to hear this.”

The campaign is running across multiple markets in Central and Eastern Europe, on billboards, magazines and newspapers.

“With this campaign we are aiming to activate that sensorial memory from our consumers, challenging them to hear an image for the first time, finishing our ad in their heads,” says Camilla Zanaria, Coca-Cola Content Lead of Central and Eastern Europe.

Check it out here; https://adage.com/creativity/work/coca-cola-try-not-hear/2166866

As part of the army's broader campaign to show how negative stereotypes about young people can be assets in the army, I saw this on the gram this morning.

Now, I haven’t been privy to the insight behind this, or any of the thinking, but based solely on the ad I can assume it was something like this...

“People who constantly share selfies are confident about who they are and are very sure of themselves. These are qualities that the army hold in high regard so they should consider a career in the armed forces.”

If this is indeed the logic, I am afraid I don’t buy it.

There are a number of reasons why “selfie addicts” take a lot of selfies and at the root isn’t always confidence. Taking selfies is the norm on social channels, so it doesn’t always require a huge amount of confidence to take them. It could just relate to the behavioural principle of “social norming” - everyone is taking selfies, so should I.

Also, people who take a lot of selfies might just be vain. Vanity isn’t interchangeable with confidence, certainly not the confidence you need in the army where vanity is likely to hold you back. Rolling around in the mud and not showering for days isn’t something I can imagine Kim K enjoying, can you?

Finally, some people who share selfies all the time are not confident at all and in fact have very low self esteem. They take selfies to gain likes as a way to boost their self confidence.

So while I like how the army is trying to make their creative ‘relevant’ for social media and it speaks to broader, younger demographic, for me it doesn’t fully understand selfie culture so makes their call to action a little tenuous.