Taste of Kia is a multi-sensory experience that was created to project the Korean automaker's brand in a manner that transcends the usual auto-speak and jargon.
The project is the result of a collaboration between Kia and world-renowned Michelin star-winning chef Jean-Georges Vongerichten and his wife Marja. Vongerichten says the collaboration is a natural fit because Kia's taste is approachable but luxurious, and is also young and energetic -- characteristics he considers important in his food.
Taste of Kia invites people to try and put together these recipes that are both approachable but absolutely luxurious, indulgent and eye-catching. The recipes include outdoor favorites such as succulent lobster sliders and mouthwatering grilled chicken skewers as well as signature recipes like beef tenderloin with Gochujang-butter sauce.
Recipe-Laden Auto Campaigns
'Taste of Kia' Aims to Position the Brand Alongside Delicious Food
Trend Themes
1. Multi-sensory Branding - Auto companies can collaborate with the food industry to create multi-sensory experiences that transcend auto-speak and jargon.
2. Luxurious Yet Approachable - Brands can create a luxurious yet approachable image through collaborations that highlight characteristics such as energy and indulgence.
3. Signature Recipes - Highlighting signature recipes in marketing campaigns can help differentiate a brand and create a unique image.
Industry Implications
1. Automotive - Auto companies can collaborate with the food industry to create multi-sensory experiences that resonate with consumers and improve brand positioning.
2. Food & Beverage - Collaborating with brands in other industries, such as automotive, can help food and beverage companies reach new audiences and create unique marketing opportunities.
3. Marketing & Advertising - Using collaborations and multi-sensory experiences can set brands apart from their competitors and create disruptive innovation opportunities in the marketing and advertising industries.