Musk "shouts" at the brand on Twitter
Elon Musk is about to have Twitter, so it's perfectly appropriate to see how brands react on the platform. Since the deal was announced Monday, some brands have begun interacting with Musk via Twitter.
Coca-Cola may be the most talked about brand, as Musk said on Twitter that he would buy the brand next and add cocaine to its formula.
The Coca-Cola Company did not comment on its views on Musk's "cocaine" tweet. A Tweet from Coca-Cola on Tuesday threatens to draw Musk's attention to the brand, even if the brand is unintentional. Coca-Cola said in a tweet about its new starlight flavor, "Go to the Moon," a tweet that was so popular among Musk fans that they subsequently flocked to Coca-Cola for comments. Musk then tweeted about Coca-Cola in the chat, two of which directly labeled the brand.
Musk even tweeted that he wanted to buy McDonald's just to fix the ice cream machine.
This playful gameplay shows that brands must be vigilant no matter what happens to Twitter. Musk's influence on Twitter in the future is unquestionable, and it will also have an impact on how advertisers approach the platform. Most of Twitter's revenue comes from advertising, and the latest earnings report shows that its advertising revenue was $1.1 billion in the first quarter.
Brands worry that Musk's avant-garde feelings will weaken brand safety efforts to make the platform more ad-friendly. In fact, according to the Financial Times, Twitter's current leaders wrote to advertising agencies this week, assuring them that Twitter remains a safe place and that their content won't come up with bad posts.
Heinz is immersed in the burger dip trend
To cater to TikTok's burger dip trend, Kraft Heinz has released a product designed specifically for hamburger dips. Heinz Dip & Crunch combines a rich mayonnaise sauce with crispy potato "Chunchers" – small potato chips in both regular and spicy packages. Priced at $2.49, the product offers consumers a convenient way to add a decadent flavor and crunchiness to their burgers.
Heinz launched the product early by specific Jack in the Box restaurants and then pushed it to retail stores across the U.S. this year. Kraft Heinz insiders said the product was the first innovation of Kraft-O-Matic — an interesting analytics project the company worked on in partnership with Google. The program integrates consumer insights, point-of-sale data, and other marketing messages to identify future food trends and product development opportunities.
Oat milk is in vogue
Caught between Oatly's creative anti-marketing and NotCo's recent guerrilla tactics, it's not easy for plant-based milk brands to stand out in alternative milk.
Chobani's new oat milk campaign goes like this: Since its launch in 2019, its position in this fast-growing but highly competitive category has made oat milk ubiquitous and well-known, reflecting the continued mainstreaming of the plant-based food segment. The "Chobani has oat milk, so everyone has oat milk" campaign came from Martin, depicting the product appearing in nail salons, alien abductions, soccer fields, rap lyrics and metaverse video games. The brand showcased a range of real-world events in its ads, including an exclusive nail art design at the Chillhouse Salon flagship store in the Soho district; a TikTok dance challenge that appeared in the rap song "G.Oat"; and an online video game developed on the Roblox platform.
The results of the investigation were not satisfactory, and Burger King celebrated the Imperial Castle in reverse
A new global campaign by Burger King benefits from an insight that could be seen as "disappointing" – most people can only remember the brand's top burger, the Royal Castle.
Burger King conducted a survey that invited the public to accurately name several of Burger King's products, and the results showed that 85% of people could not find other burgers other than the Royal Castle from their menus. Instead of focusing on the negatives, however, the brand decided to translate this insight into a global marketing campaign to celebrate the power of the name Imperial Castle.
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