Description: Heinz Vintage Drip takes a ubiquitous marketing tactic — branded merchandise — and gives it a ketchup-centric spin. Per a YouTube video promoting the partnership, “Clothing drops are everywhere, but Heinz made the original drop.” The concept serves as a pun on both drops of ketchup and clothing drops, as well as “drip,” hip-hop slang about style and clothing.
Source: MarketingDive.com – video report
Date: August 30, 2022
Questions for discussion:
- What is this concept all about?
- Do you think this can work as a brand builder for Heinz?
- What would you do?
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