The Sauce – 06/12/23

This is for you marketers.

‘The Sauce’ newsletter is your weekly dollop of marketing news.

This week we are bringing you Pepsi’s latest campaign, A giant pig from Greenpeace, HP Sauce and Camden Town Brewery’s sauce mash-up and Snoop Dogg stopping smoke?

Read on for the full stories from the past week…

 

Pepsi brings back Shaq for fresh spin on Skee-Lo’s ’90s hit ‘I Wish’

Pepsi’s latest marketing venture with Shaquille O’Neal not only taps into ’90s nostalgia but also demonstrates some savvy marketing strategies. Leveraging the NBA icon’s towering struggles in the “I Wish” spot, set to a remix of Skee-Lo’s hit, 

brilliantly merges the past with the present. This isn’t just any ad; it’s a key player in Pepsi’s 125th-anniversary celebration and marks the brand’s first visual overhaul in 14 years.

Airing during high-profile NBA and NFL events is a strategic touchdown, ensuring the blast from the past aligns with today’s game. Shaq’s comedic battle with everyday tasks is not only hilarious but also a genius move to showcase the convenience of Pepsi Mini Cans. Extending beyond the TV screen, the social media contest adds an interactive dimension. Encouraging consumers to share their favourite food with a Pepsi Mini Can for a chance to win a signed basketball by Shaq is a brilliant engagement tactic.

Sapna Bagha, Social Media Lead at Awesomesauce Marketing, said, “The effectiveness of turning Shaq’s height troubles into relatable and entertaining content.

So, is Shaq the right fit for this Pepsi ad? The resounding answer seems to be a slam dunk!

Is anyone building a rebrand into their 2024 marketing budget?

This campaign is a testament to Pepsi’s ability to blend humour, nostalgia, and interactive elements, creating a winning formula for effective and memorable marketing.

Tesco stores embrace ‘giant pig’ serving a stylish roast to the meat industry!

Guess what’s hogging the spotlight on Tesco stores, Barclays HQ, and DEFRA in the UK? It’s none other than giant virtual pigs, courtesy of the Greenpeace AR campaign – because who needs flying pigs when you can have augmented reality ones?

Crafted by artists and Greenpeace to unveil the meaty connections between companies and the government, this swine spectacle takes a jab at Barclays Bank’s funding of JBS, the heavyweight champion of the meat industry, and Tesco’s cosy relationship with it. 

This digital piggy comes to life through a downloadable app, offering a snoutful of commentary on the less savoury aspects of the meat industry. It’s like Pokemon Go, but instead of catching ’em all, you’re catching a glimpse of the environmental impact of your favourite pork chop.

This campaign is all about the power of innovative and engaging storytelling to highlight social and environmental issues. By using augmented reality and a virtual giant pig, the campaign effectively captures attention and sparks conversations about the meat industry’s impact on the environment. 

This campaign is like a tech-savvy piggyback ride into the future! “SOW AR” isn’t just your regular marketing stunt; it’s a virtual adventure that uses augmented reality and a giant pig to shake things up and spark conversations on the meat industry’s impact. As we approach 2024, expect more tech magic like this to turn heads and stir up some serious chats. Get ready for a year of digital surprises and maybe a few more virtual farm animals!

Has your business ever looked at ways to make a big impact with a campaign?

 

HP Sauce and Camden Town Brewery spice up the sauce scene!

Get ready for a taste bud tango as Camden Town Brewery and HP Sauce hit the beer scene with their latest creation – the HP Brown Ale. This limited-edition brew is like a British flavour fusion, combining the best of both worlds. 

But hold on, they didn’t just pour HP sauce into the mix; oh no, they’ve taken the essence of HP – the rich chestnut colour, fruity vibes from date puree, and the signature spices for that peppery kick. The result? A 4.0% abv masterpiece with a not-quite-sour, not-quite-tart, ‘tangy’ note that HP is known for. 

You can snag this exclusive ale, along with a Camden Town edition bottle of HP sauce, via Camden’s webshop. It’s a saucy conversation starter for your next hangout – cheers to a brew that’s the talk of the town and the sauce of the party!

James Keith, Account and Strategy Director at Awesomesauce Marketing said, “The drinks sound awful! But putting the HP special ale and sauce on Camden’s website is a smart move for online shopping. It makes it easy for people to buy exclusive products directly, increasing sales!

A hit or a miss?

I also love the idea of brand collabs, and wonder if we’ll see this enter the B2B space in the future, as brands look to differentiate themselves and grow expertise and authenticity quickly.

Snoop Dogg gives up smoke for Solo Stove campaign…

In case you missed it a couple of weeks ago, guess who’s traded the mic for the fire pit? Snoop Dogg, the OG rapper, is now the official “smokesman” for Solo Stove, the brainiacs behind smokeless fire pits. Sneaky Snoop had us all fooled with his “giving up smoke” tease, but turns out, he’s just sparking up a partnership with Solo Stove. 

Now, he’s chilling by the fire without the coughing and “sticky icky” clothes hassle. Solo Stove’s gone all out with their marketing, hitting us with a 30-second spot and a mix of social, podcasts, out-of-home, and digital campaigns – they’re everywhere, just like Snoop’s tracks.

But wait, there’s more – Snoop’s not just dropping beats; he’s designing fire pit fashion! The $349.99 limited-edition bundle comes with a fire pit styled by Snoop, a stand, a bucket hat, and a sticker pack. 

Solo Brands is all hyped about turning Snoop into a smokeless trendsetter, bringing people together for some seriously laid-back vibes. It’s like Snoop’s saying, “Why drop rhymes when you can drop fire pit designs?” 

This move from the smoky stage to the flame-filled backyard is pure genius, and Solo Stove’s marketing game is on fire – pun intended. Solo Brands’ emphasis on bringing people together for a relaxed and enjoyable experience aligns with the broader lifestyle that the brand promotes. Communicating a commitment to enhancing the consumer experience can resonate positively with the audience.

Did you think Snoop was done with smoke?

 

Same time next week? Be on the lookout for the latest dollop of marketing news and don’t forget to check out our previous posts here.

Want to find out more about what we do and how we can help your business? 

Contact our Account & Strategy Director James Keith on LinkedIn here or email james@awesomesaucemarketing.co.uk.