《红黄出击》——亨氏如何“劫持”《死侍与金刚狼》，成就一场文化级营销事件

Core Idea - Heinz executed a remarkable marketing strategy by creating a cultural association with the colors of its products, without an official collaboration with Marvel, effectively "hijacking" the cultural narrative surrounding the film "Deadpool and Wolverine" [1][2]. Group 1: Creative Core - The campaign is characterized as a "cultural hijacking" rather than a traditional partnership, leveraging the color scheme of Deadpool and Wolverine to evoke Heinz's ketchup and mustard [1][2]. Group 2: Strategic Highlights - The marketing strategy involved a comprehensive approach that spanned multiple platforms and media, creating a closed-loop from attention to purchase [3]. - Key tactics included social media engagement, outdoor advertising, cinema experiences, and streaming service promotions [5]. Group 3: Effectiveness Assessment - The campaign generated significant media exposure, with earned media impressions reaching 1.58 billion and an ad interaction rate of 789% of the industry benchmark [5]. - Sales figures showed a 2.9% increase in ketchup sales and an 8.5% increase in mustard sales, with mustard's market share rising by 12% [5]. Group 4: Industry Insights - The campaign exemplifies a new paradigm in brand leveraging, emphasizing the importance of deep integration into cultural narratives rather than superficial collaborations [6][8]. - Successful brand communication transcends mere product sales, aiming to embed the brand into cultural conversations and consumer experiences [8].