Heinz PRESENTATION

Heinz A.I. Ketchup

Luís Almada n.º 9 11.º D

INDEX

00

Humor

Vídeo

Strategy used in this commercial

Target Audience

Sources

Heinz commercial strategy

Red colour

The shape of the bottle

VIDEO

01

Heinz A.i. commercial

Released in 26/07/2022

Heinz commercial strategy

02

Heinz Ketchup's commercial strategy has focused on creating a strong brand identity through recognizable packaging, emotional appeal, humor, celebrity endorsements, and emphasized the quality of its product highlighting the natural ingredients used in its recipe.

Strategy used in this commercial

03

After the success of last year’s ‘Draw Ketchup’ campaign, Heinz has used an artificial intelligence (AI) image generator to draw a bottle of ketchup. The experiment was conducted using an AI image generator called DALL·E 2 The purpose is to create a sense of familiarity and trust with consumers and reinforce the image of their brand as a quality, reliable choice for ketchup.

The shape of the bottle

04

The bottle shape of Heinz Ketchup is an iconic and recognizable feature that has been used in their advertising for many years. The unique shape of the Heinz Ketchup bottle is long and narrow with a distinctive curve near the bottom.

target Audience

05

Heinz Ketchup targets a broad audience that includes families, young adults, foodies, health-conscious consumers, and loyal customers. By targeting a diverse range of consumers, Heinz Ketchup can appeal to a wide range of tastes and preferences.

RED COLOUR

06

The color red is a prominent feature in Heinz Ketchup commercials and branding. there are a few reasons why Heinz focus so much on the Red colour: Reinforce the brand's identity, create appetite appeal, evoke emotions, build an emotional connection with consumers and stand out from competitors.

Humor

06

Having a funny intro (not very ketchup related) Heinz capture the viewer's attention and make the commercial more memorable. Even after that, the video and the soundtrack is overall funny, aiming to create a sense of connection between the brand and humor. Humor can be an effective tool for Heinz Ketchup to use in their commercials helping making the brand more memorable.

sources

06

AdWeek: Heinz Ketchup's 'Pass the Heinz' Campaign from 'Mad Men' Finally Gets Its Own Ads: https://www.adweek.com/brand-marketing/heinz-ketchups-pass-heinz-campaign-mad-men-finally-gets-its-own-ads-175370/ rethinkideas: by unknown (2022). Heinz A.I. Ketchup https://rethinkideas.com/work/heinz-ketchup/2022/digital-social/heinz-a-i-ketchup/ Creative Blog: by Georgia Coggan (August 02, 2022). Heinz asked AI to 'draw ketchup' (and it went remarkably well): https://www.creativebloq.com/news/heinz-ai-draw-ketchup wikiHow: by Christine Michel Carter (August 10, 2022). How to Analyse an advertisement: https://www.wikihow.com/Analyze-an-Advertisement Campaings of the world: by unknown (August 17, 2022). Heinz A.I. Ketchup: https://campaignsoftheworld.com/digital/heinz-a-i-ketchup/ The Drum: by Amy Houston (July 28, 2022). Ad of the Day: what happens when Heinz asks an AI image generator to ‘draw ketchup’?: https://www.thedrum.com/news/2022/07/28/ad-the-day-what-happens-when-heinz-asks-ai-image-generator-draw-ketchup

THANK YOU!

Luís Almada 11.º D