I love when a brand has a personality, a sense of humor, and a way about itself. These are human qualities that when done well can differentiate a brand, and create a more meaningful connection with consumers.
Look at Kenneth Cole. Now there's a brand with a definitive personality, sense of humor, and way about itself. That's what built the brand and what the brand is built on.
That's why I chuckled out loud and smiled with marketing glee when I saw this campaign from Frank's Red Hot Sauce. It's been seen via an online video series, but it's also become a core part of the brand's entire experience. It has shades of the Sheetz work, to a degree, but totally riffs off of the classic "Where's the Beef?" campaign from Wendy's so many years ago.
Give it a look and let me know what you think.
Ok, so it's not exactly breakthrough, but for a sleepy category it's quite clever. And at least it's integrated!
What's your experience? Jim.
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur