Wednesday, April 3

Frank's Red Hot Sauce

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.

Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur

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