Vejay Anand S’ Post

Heinz Heats Up Hearts Heinz's decision to extend its masterbrand platform with the "Irrational Love" campaign likely serves several marketing objectives. By focusing on stories of "irrational love" for its products, Heinz aims to deepen emotional connections with consumers. Emotional branding is effective because it transcends purely transactional relationships and fosters brand loyalty by associating products with feelings and experiences. Using a masterbrand strategy, where multiple products are marketed under a single umbrella brand, Heinz can streamline its messaging and reinforce its brand identity across various product lines. This approach helps consumers easily recognize and trust the Heinz brand, whether they are buying ketchup, sauces, or any other product. READ ARTICLE: https://conta.cc/4gvDxGH #HeinzLove #IrrationalLove #BrandDevotion #FoodieFavorites #HeinzAcrossAmerica #MarketingMagic

I was really impressed by PepsiCo's (Pepsi Max) recent 'Tastes OK' campaign. It's simple. Yet it powerfully engages consumers using visual brand-related cues, sparking conversations and driving brand awareness. It's a brilliant example of strategic branding and creative execution in today's competitive #foodandbeverage landscape. See the campaign assets in action here: https://lnkd.in/giNHTyaG #MarketingStrategy #BrandEngagement #CreativeCampaigns

Sentidos Announces Exciting New Miche Mix Partnership Did you know that Micheladas, a beer-based cocktail, is the most popular cocktail in Mexico, outselling margaritas 50 to 1 and that the current US Michelada market size is estimated at +$800 M and is set to achieve $2b by 2028 driven by the robust growth of Mexican beer? Sentidos LLC, a leader in innovative marketing strategies, is thrilled to announce its re-entry into the Experiential and Shopper Marketing space with an exciting new partnership with Miche Mix, a premium mixer for beer cocktails. This strategic partnership marks the beginning of a series of dynamic brand activations, starting with the highly anticipated Austin F1 Grand Prix where Miche Mix will team up with TecaTacos to offer attendees exclusive sampling opportunities and interactive on-site experiences that highlight the versatility, quality and refreshing taste of Miche Mix. Together, Sentidos and Miche Mix aim to create memorable moments for fans through engaging brand activations, delivering an elevated beer cocktail experience. “We are thrilled to partner with Sentidos in bringing Miche Mix to the market,” said Oscar Martinez, CMO of Miche Mix. “With all-natural ingredients, 100% Mexican spices, and a premium presentation, we're raising the bar for the Michelada Mixer category in the U.S. Our goal is to deliver convenience, incredible flavor, and an unforgettable experience for every Michelada occasion. Sentidos is the perfect partner to help us achieve this vision.” “We are incredibly excited to return to the experiential marketing space with a brand as dynamic and innovative as Miche Mix,” said Lupe DeLosSantos, Founder of Sentidos LLC. “This partnership is the perfect example of how we are committed to bringing brands to life through impactful, hands-on experiences that connect with consumers in meaningful ways.” Sentidos LLC is a full-service experiential and shopper marketing agency known for crafting innovative, consumer-centric campaigns that connect brands with their audiences in authentic and meaningful ways. After a three-year hiatus, Sentidos has returned to the market with expanded services and a bold new vision, committed to creating dynamic brand experiences that drive engagement and results. Miche Mix celebrated its 25th anniversary in 2023 and was the original company to bottle the Michelada. This mix is inspired by the original recipe and uses all natural ingredients, locally sourced Mexican spices and herbs, and no tomato juice, creating a 100% authentic flavor. The Miche Mix R&D team spent countless sleepless nights creating a mix that is specifically formulated to pair with beer and gives consumers experience that is more refreshing and less filling than a typical michelada. For more information on how Sentidos LLC can help elevate your brand, please contact: Lupe De Los Santos  973-615-2022 [email protected] Sentidos LLC Oscar Martinez Adrian Viesca MICHE MIX

What's your brand's safe word - and what happens when you ignore it? Happily, most brands know what they stand for and they champion it, but is the industry, losing focus on the importance of a brand’s foundation and the trust and confidence that inspires. Coke is a nice example of the start of an unintentional move away from its core standpoint. It’s always been known for being “The Real Thing”. That is a foundation stone around which they have built a multibillion-dollar industry. Although Pepsi wins the taste test, Coke’s brand power even overcomes that challenge! If you don’t believe me, then look at the science right here. However, its new Christmas advert is based in the world of A.I. Which all seems a little incongruous with “The Real Thing” brand foundation. https://lnkd.in/dCy7Gw6C Okay, it’s only a little creep away and I can hear you saying that I’m overreacting, but hear me out. It’s so obviously removed from the real world that I question the sensibility of doing that in a ferocious marketplace. Surely there is some light-hearted debate and fun to be had around the existence of Santa, being ‘the real thing’? Marketing professionals are quite right to embrace emerging technology and channels, as without moving forward brands can look tired and out of date. However, sometimes it’s worth stopping for a moment to sense-check if it’s congruent with the brand and the customer’s understanding and expectations. The real job of advertising and marketing is not to leverage every emerging technology and channel, but simply to sell more products or services and to see the brand grow, and we must never lose sight of that, or get distracted from it. KFC   https://lnkd.in/d9qfieap KFC on the other-hand have delivered a fabulous on-brand campaign with “We saw you, we heard you… and we ignored you”. There is even the words Kentucky ‘Fried’ Turkey in it, which I love. As renaming themselves KFC wasn’t fooling any of us that the product is ‘fried’. The point here is, KFC own ‘Chicken’ and they are standing firmly by that. In a season that gives chickens a break and makes turkeys nervous, KFC is sticking by the space they own in your mind… “Chicken!” As a piece of brand reinforcement, I love it and all the thinking behind it. Other tales of brand woe can be seen in the complete slamming of..... (read the other half of the article here): https://lnkd.in/eek4t2Br #Coke #KFC #ConservativeParty #LabourParty #brand #growth #BrandPerception #ChristmasAdverts #ChristmasAds

Have you ever stopped to think about the role seasonals play in your brand’s success—or lack of it? For years, they’ve been a reliable way to boost sales, but the market has shifted. Today, the numbers paint a clear picture: seasonals, once the darlings of the craft beer industry, are now helping to lead the decline. In the last 13 weeks alone, seasonal beers are down -8.3%, accounting for 27% of the craft beer segment’s overall losses. That’s a hard pill to swallow, but it’s also an opportunity—if we’re willing to rethink how we approach them. Seasonal releases can still drive success, but only if we stop treating them as automatic wins and start using them as strategic tools to engage distributors and drive scale. It’s not about following the crowd or doing what’s always been done—it’s about creating brand calendars that empower your distributors to execute successfully and stand out in crowded portfolios. Lazy seasonal strategies don’t work anymore. Simply putting out a pumpkin beer in September or a holiday stout in November isn’t enough to capture attention or drive sales. But when seasonals are part of a bigger strategy—one that’s aligned with your brand identity and your distributors’ goals—they can be powerful tools. Distributors aren’t just logistical players in this process—they’re your most valuable partners. The most successful brands aren’t just adapting their products; they’re aligning these innovations with distribution partners who can amplify their impact in the market. A thoughtfully crafted brand calendar grabs their attention, provides a clear roadmap for success, and helps your products move off shelves faster and with greater consistency. This isn’t just about seasonal releases. The craft beer industry is maturing, and old strategies no longer guarantee results. Aligning your brand with both consumer demand and distributor capability is no longer optional—it’s the only way to ensure long-term success in a competitive market. I work with brands to develop brand calendars that go far beyond simply scheduling seasonal releases. These calendars are designed to empower your distributors, helping them drive consistent, scalable growth. It’s about creating a roadmap that differentiates your brand, keeps your distributors engaged, and delivers tangible success year-round. The industry is evolving. What worked five years ago doesn’t work today. But that doesn't have to be a cause for concern—it’s an opportunity to lead. With the right tools, like a well-designed brand calendar, you can turn challenges into opportunities, seasonal releases into successes, and distributors into your strongest allies. How are you using seasonal releases to empower your distributors and scale your brand? Drop your thoughts in the comments—I’d love to hear them. #CraftBeerIndustry #BrandStrategy #DistributionStrategy #BusinessGrowth #MarketLeadership

In the annals of marketing history, few campaigns have achieved the iconic status of the Pepsi Challenge. Launched in the mid-1970s, this bold initiative not only transformed PepsiCo's fortunes but also left an indelible mark on the beverage industry and advertising strategies. By leveraging the power of direct consumer engagement and a touch of competitive audacity, the Pepsi Challenge reshaped the cola wars and influenced marketing paradigms for decades to come. The mid-1970s were a time of fierce rivalry in the soft drink industry, dominated by Coca-Cola and PepsiCo. Despite Pepsi's efforts, The Coca-Cola Company maintained a significant market share lead. Pepsi needed a game-changer. Enter the Pepsi Challenge. Click on link for entire feature https://lnkd.in/gKhkqYsq

In the annals of marketing history, few campaigns have achieved the iconic status of the Pepsi Challenge. Launched in the mid-1970s, this bold initiative not only transformed PepsiCo's fortunes but also left an indelible mark on the beverage industry and advertising strategies. By leveraging the power of direct consumer engagement and a touch of competitive audacity, the Pepsi Challenge reshaped the cola wars and influenced marketing paradigms for decades to come. The mid-1970s were a time of fierce rivalry in the soft drink industry, dominated by Coca-Cola and PepsiCo. Despite Pepsi's efforts, The Coca-Cola Company maintained a significant market share lead. Pepsi needed a game-changer. Enter the Pepsi Challenge. Click on link for entire feature https://lnkd.in/gfY_c_uk

In the annals of marketing history, few campaigns have achieved the iconic status of the Pepsi Challenge. Launched in the mid-1970s, this bold initiative not only transformed PepsiCo's fortunes but also left an indelible mark on the beverage industry and advertising strategies. By leveraging the power of direct consumer engagement and a touch of competitive audacity, the Pepsi Challenge reshaped the cola wars and influenced marketing paradigms for decades to come. The mid-1970s were a time of fierce rivalry in the soft drink industry, dominated by Coca-Cola and PepsiCo. Despite Pepsi's efforts, The Coca-Cola Company maintained a significant market share lead. Pepsi needed a game-changer. Enter the Pepsi Challenge. Click on link for entire feature https://lnkd.in/gKhkqYsq

Part 4: Effective Use of Jingles and Catchphrases Jingles and catchphrases have been a staple in food advertising for decades, as they have proven to be highly effective in creating brand recall and building emotional connections with consumers. The use of catchy tunes and memorable taglines can help a brand stand out in a crowded marketplace and leave a lasting impression on consumers. One of the most iconic jingles in food advertising history is McDonald's famous Big Mac jingle, which featured the catchy tune, "Two all-beef patties, special sauce, lettuce, cheese, pickles, onions – on a sesame seed bun." This jingle not only helped to cement the Big Mac as a beloved menu item but also ingrained the McDonald's brand in the minds of consumers. Similarly, Burger King's tagline, "Have it your way," became synonymous with the brand's commitment to customization and customer satisfaction. In today's advertising landscape, crafting effective jingles and catchphrases is more important than ever, as brands compete for consumers' attention in a fast-paced and increasingly digital world. To create impactful auditory branding, brands should consider the following tips: 1. Keep it short and simple: A concise and easily memorable jingle or catchphrase is more likely to stick in consumers' minds. 2. Reflect the brand's personality: The jingle or catchphrase should align with the brand's values, tone, and identity to create a cohesive brand image. 3. Make it catchy: Incorporating a catchy melody or rhythm can make the jingle more memorable and engaging for consumers. 4. Test and iterate: Conducting market research and A/B testing can help brands refine their jingles and catchphrases to ensure maximum impact. By leveraging the power of jingles and catchphrases, food brands can create a strong emotional connection with consumers, boost brand recall, and drive purchase intent. In a world where consumers are constantly bombarded with advertising messages, a well-crafted jingle or catchphrase can be the key to standing out and making a lasting impression. 🎶🍔 #Jingles #Catchphrases #AuditoryBranding #FoodAdvertising

Part 4: Effective Use of Jingles and Catchphrases Jingles and catchphrases have been a staple in food advertising for decades, as they have proven to be highly effective in creating brand recall and building emotional connections with consumers. The use of catchy tunes and memorable taglines can help a brand stand out in a crowded marketplace and leave a lasting impression on consumers. One of the most iconic jingles in food advertising history is McDonald's famous Big Mac jingle, which featured the catchy tune, "Two all-beef patties, special sauce, lettuce, cheese, pickles, onions – on a sesame seed bun." This jingle not only helped to cement the Big Mac as a beloved menu item but also ingrained the McDonald's brand in the minds of consumers. Similarly, Burger King's tagline, "Have it your way," became synonymous with the brand's commitment to customization and customer satisfaction. In today's advertising landscape, crafting effective jingles and catchphrases is more important than ever, as brands compete for consumers' attention in a fast-paced and increasingly digital world. To create impactful auditory branding, brands should consider the following tips: 1. Keep it short and simple: A concise and easily memorable jingle or catchphrase is more likely to stick in consumers' minds. 2. Reflect the brand's personality: The jingle or catchphrase should align with the brand's values, tone, and identity to create a cohesive brand image. 3. Make it catchy: Incorporating a catchy melody or rhythm can make the jingle more memorable and engaging for consumers. 4. Test and iterate: Conducting market research and A/B testing can help brands refine their jingles and catchphrases to ensure maximum impact. By leveraging the power of jingles and catchphrases, food brands can create a strong emotional connection with consumers, boost brand recall, and drive purchase intent. In a world where consumers are constantly bombarded with advertising messages, a well-crafted jingle or catchphrase can be the key to standing out and making a lasting impression. 🎶🍔 #Jingles #Catchphrases #AuditoryBranding #FoodAdvertising