The Heinz Drawing Ad Solidifies the Strong Brand Image
Ellen Smith — February 11, 2021 — Marketing
References: heinz & adsoftheworld
The Heinz Drawing ad cleverly highlights the strong brand image of the iconic red ketchup bottle. In the ad, a variety of participants are asked to preform the simple task of drawing ketchup. A montage of different people completing the task plays through, highlighting a diversity in age and global location.
As the ad progresses, the consumers begin to show what they drew, revealing a red Heinz ketchup bottle nearly 100% of the time. The interesting ad used real consumers as an example for the power behind the image of Heinz, with one consumer even stating "it's the only ketchup I know". Heinz emphasizes that each consumer did this without prompt, highlighting both loyalty and recognition.
Image Credit: Heinz
As the ad progresses, the consumers begin to show what they drew, revealing a red Heinz ketchup bottle nearly 100% of the time. The interesting ad used real consumers as an example for the power behind the image of Heinz, with one consumer even stating "it's the only ketchup I know". Heinz emphasizes that each consumer did this without prompt, highlighting both loyalty and recognition.
Image Credit: Heinz
Trend Themes
1. User-generated Ads - Brands should consider leveraging user-generated content in advertising for its authenticity and ability to showcase brand loyalty.
2. Global Marketing - Global marketing strategies should reflect the diverse perspectives and cultures of the target audience to successfully establish a brand as a recognizable global entity.
3. Brand Recognition - Establishing brand recognition through iconic branding is a valuable way to gain customer loyalty and distinguish a brand in a crowded market.
Industry Implications
1. Food and Beverage - The food and beverage industry should leverage user-generated content in advertising to establish brand recognition and loyalty.
2. Marketing and Advertising - The marketing and advertising industry should consider global perspectives and cultural diversity when creating advertising campaigns to ensure successful brand recognition.
3. Consumer Goods - The consumer goods industry can establish brand recognition and differentiation through iconic branding and authenticity in advertising campaigns.
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