Brands have fun with Jeff Bezos’ hot dogs, buns and spaceship
It’s summer in the northern hemisphere. A hundred years ago that meant several weeks of vacation. In some parts of the world, It’s always like that. UK workers benefit from 28 compulsory vacation days per year. It’s 30 days of leave for employees in France.
Popular thought is that summer vacations in the United States were tied to agrarian tradition. Schools were closed during the summer months so children could help out on the farm.
Yet public relations professionals know the importance of research. In truth, rural schools were open in summer; they closed in the spring and fall when the children helped plant and harvest. Urban schools were open most of the year. Finally, urban schools closed in summer to avoid the oppressive heat. When rural and urban schedules were combined, summer vacation took hold.
Unlike most developed countries, the United States does not have government-mandated vacation periods. Again, homework communicators know that’s not entirely true. In 1970, Congress approved a law imposing 5 weeks of leave from the first week of August—for himself.
Seriously, there is enough difficult news this summer. One of the biggest stories related to communication, of course, is the Delta variants increase and how it and other factors prolonged the pandemic in the United States. For example, Apple delayed his return to the office.
Still, summer should include fun, especially to balance the hardships mentioned above. And we know laugh is good medicine. Thus, it is appreciated when communicators inject pleasure into promoting brands.
Again, research comes to the fore. Examine a brand’s approach. Those with a tradition of fun campaigns often continue to make people laugh. For example, on Valentine’s Day 2019, Heinz Ketchup offered its product in the caviar shape, Nerdiste reported.
Jump to the present, which is National Hot Dog Month. (What? You still don’t top hotdogs with ketchup? It’s like a clueless PR professional making a crisis communication plan during a crisis.)
To celebrate the month of this year, Heinz unveiled a petition on change.org, Nerdist reports. It encourages a balance between packs of hot dogs (usually 10 per pack) and buns (unfortunately, only 8). The Heinz Hot dog pact pleads for “10 sausages, 10 rolls”. Even the most “crisp” reporter couldn’t ignore a blunt pitch like this, without any mustard on it.
And the pitch includes a quote from Daniel Gotlib, Associate Director, Brand Development and Innovation, Kraft Heinz: Must Be A Better Way. In addition, there is a great video.
Hot dog-like objects in space
Speaking of unusually shaped products, the internet was teeming with messages, for and against, about some aspects of Amazon founder Jeff Bezos’ brief trip.
Jeff Bezos charges someone $ 28 million for 11 minutes in space, which seems about fair to the owner of Whole Foods.
– Conan O’Brien (@ConanOBrien) July 20, 2021
Jeff Bezos takes off for his space flight today, but no matter what planet he’s on, he has to pay his fair share of taxes.
We need a wealth tax. pic.twitter.com/Cwk6Kk1S9j
– Women’s March (@womensmarch) July 20, 2021
Jeff Bezos suffers the relativistic effects of space flight pic.twitter.com/ow0aNB4LNQ
– Matthew Yglesias (@mattyglesias) July 20, 2021
– RJ Dralle (@rjdralle) July 20, 2021
In an example of news hijacking not as neat as the examples above, adult entertainment company CamSoda launched this morning urging reporters to notice its new line of space-inspired adult toys. The toys usurp the form of New Shepard, the contraption that took Bezos and his crew to edge of space Monday (July 20).
Bezos’ space company is Blue Origin. This led CamSoda to nickname one of its newer toys Blue Orgasm. Elon Musk’s Space Travel Company EspaceX is commemorated with the Space Sex toy from CamSoda. Modesty forbids us to mention how CamSoda spoofed Galactic Virgo, the name of Richard Branson’s space company.
For those questioning the nature of these adult toys, the subject line of the press release should remove the doubt. We are going to disinfect it slightly: “An adult company is launching a range of themed rockets [toys]… After Bezos’ phallic-shaped rocket penetrates area o.
And since research is a recurring theme here, there are legitimate reasons for form of the Bezos rocket.
Clever ice cream
A more benign, summer-themed parody came from the 110-year-old Tillamook Dairy. It caught us off guard with a statement announcing what appeared to be a legitimate coalition: The partnership for creamier ice cream.
Again, research. We knew Tillamook as a serious brand. His previous campaigns have taken important questions.
This latest version noted FDA regulations, which detail the ingredient levels needed to label an ice cream product. Serious stuff, for sure. Hiding its true intention, the statement included a quote from a scientist and noted that the coalition even had a president.
On closer inspection, however, the “coalition” was a clever parody of cause marketing and a fun way for Tillamook to tout its creamy products. He urged fans to join the partnership for this important cause. And its president was Baddie Winkle, a scandalous influencer who is 92 years old.
A line in the press release should have warned us: “Put the cream back in the ice cream”. And the press release mentioned that Tillamook and Baddie want “consumers [to] understand that the cream is King queen when it comes to choosing an ice cream.
Needless to say, we approved of the concept, especially after Tillamook participated in our “research,” with three gallons of its creamiest.
Seth Arenstein is editor-in-chief of PRNEWS and Crisis Insider. Follow him @skarenstein