New Heinz Ad: Marketing Genius or Gay Propaganda?

The new Heinz mayonnaise ad, which has been airing in the UK, has generated quite a bit of controversy over the past couple of weeks.

[See video at end of post] Viewers are caught by surprise when the two male characters share a quick gay kiss at the end of the video.

Unsurprisingly, the ad has quickly turned into a liberal vs conservative debate, and people appear to have missed the point.

The video campaign, which has cost Heinz millions of dollars, has paid off because it has got millions of people all over the world talking about it.

One of the key strategies to brand marketing is “the surprise factor.” The makers of this ad have masterfully executed this strategy to leave a long term imprint the viewers’ mind.

It has gone from being just another mediocre 30-second commercial to a catchy, controversial product seller. This stuff is marketing genius.

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4 Responses to New Heinz Ad: Marketing Genius or Gay Propaganda?

  1. Russell, AZ says:

    This is not marketing genius because I will no longer by Heinz products. I bet this will damage future Heinz sales for taking a risky move by pulling some controversy strings.

    If any of you disagree with this marketing technique join me in boycotting Heinz products.

  2. Texas says:

    I thought the ad was cute and memorable even though I didn’t get the joke.

    If you think about it, it’s *not* a gay couple. It’s a mom/family fantasizing about being replaced by the NY deli guy–the ad makers just didn’t blow the mood by morphing into mom at any time during the ad.

    The ad agency could and should continue the ad campaign, subbing the deli-guy for the dad, the kids, the neighbor, etc….

  3. dreamplug says:

    Heinz has already received backlash from certain groups, but in terms of mass appeal, I doubt this will affect them.

    The surprise factor dominates the ad. It’s a commercial that will be stuck to a viewers brain. The ad agency accomplished its goal!

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