Heinz Idea Model | If You Don’t Create Ideas Like This, Don't Expect Great Work

Strategy Tips - Julian Cole

13 Nov 202301:59

Summary

TLDRThe script outlines the concept of a 'big idea' in advertising, exemplified by Hines Ketchup. It emphasizes the importance of a strategic approach, using an 'idea platform' with three key elements: fan engagement, iconic brand traits, and a modern twist. Hines' campaigns, such as the world's slowest ketchup puzzle, global drawing challenge, and custom red ink for tattoos, demonstrate creativity in connecting with fans, leveraging the brand's iconic status, and embracing contemporary culture without nostalgia.

Takeaways

🚀 The big idea in advertising is crucial and can be exemplified by Heinz's strategy.
🎓 A strategist's role is pivotal in shaping the big idea, as taught in the strategy finishing school.
📝 The idea platform is a three-variable statement used to create a cohesive advertising strategy.
🏟️ Heinz's idea platform revolves around reminding fans why they love the brand in a modern way without leaning into nostalgia.
🔴 The iconic traits of Heinz include the red color, the Keystone logo, and the slow pouring time.
🧩 The 'ketchup puzzle' campaign was designed as the world's slowest puzzle, a 570-piece only red puzzle, to celebrate Heinz's iconic traits.
🌐 The 'draw Heinz' campaign was a social experiment showing that people worldwide associate the Heinz bottle shape with ketchup.
📝 The 'draw Heinz' campaign capitalized on fans' drawings of ketchup, most of which depicted the Heinz bottle, reinforcing its iconic status.
💉 Heinz created custom red ink inspired by fans sharing their Heinz tattoos online, a modern take on brand engagement.
🌈 Tattoos, once a subculture, have become mainstream, and Heinz's creation of ink color is a first in brand marketing.
🔑 The takeaway is that Heinz's advertising strategies focus on leveraging their iconic traits and engaging with fans in modern, creative ways.

Q & A

What is the role of a strategist in advertising?
-A strategist plays a key role in creating the big idea in advertising, guiding the development of the campaign's core concept.
What is an 'idea platform' in the context of advertising strategy?
-An idea platform is a statement with three variables that forms the foundation of an advertising campaign, helping to focus and articulate the campaign's message.
What is the 'big idea' for Hines as described in the script?
-The big idea for Hines is to remind fans in a modern way why everyone loves Hines, focusing on the brand's iconic traits and avoiding nostalgia.
What are the three parts of the idea platform for Hines?
-The three parts are: 1) Reminding people of how big of a fan they are, 2) Highlighting the brand's iconic traits such as the red color, the Keystone logo, and the bottle, and 3) Presenting a modern take on the brand without leaning into nostalgia.
What was the concept behind the 'ketchup puzzle' execution?
-The concept was to create the world's slowest puzzle, a 570-piece only red puzzle, to celebrate Hines' iconic red color and the slow pouring time, tying into the idea of fans waiting for the product.
How did Hines engage fans during the lockdown with the 'draw capture' campaign?
-Hines asked people around the world to draw ketchup, with a majority drawing a Hines bottle, showing the brand's iconic recognition and engaging fans in a social experiment.
What was the 'Hines Inc' campaign about?
-The 'Hines Inc' campaign was a social experiment that demonstrated how people associate only one brand of ketchup with the word 'capture', highlighting the brand's unique position in the market.
What inspired the creation of 'custom red Hines ink'?
-The idea was inspired by Hines fans sharing their Hines tattoos online, leading the brand to create a custom red ink as a modern and innovative way to connect with its fans.
How does the 'custom red Hines ink' relate to the brand's iconic traits?
-The custom red ink relates to Hines' iconic red color, tying the modern concept of tattoos, which have become mainstream, to the brand's heritage and identity.
What is the significance of avoiding nostalgia in Hines' advertising strategy?
-Avoiding nostalgia allows Hines to present a fresh and modern image, appealing to new generations and maintaining relevance without relying on past associations.
How do the executions mentioned in the script support the big idea for Hines?
-Each execution creatively highlights the brand's iconic traits and modern appeal, from the slow ketchup puzzle to the social experiment with drawings and the innovative red ink for tattoos, all reinforcing the brand's identity and connection with its fans.

Outlines

00:00

📚 Advertising Strategy with Hines' Big Idea

The script discusses the concept of a 'big idea' in advertising, exemplified by Hines. A strategist's role is highlighted in formulating this idea using an 'idea platform'—a statement with three variables. For Hines, the platform includes reminding fans of their love for the brand in a modern context, leveraging iconic brand traits such as the red color, Keystone logo, and the slow pouring time. The strategy avoids nostalgia and instead aims for a modern take to elevate Hines' status. Three executions are mentioned: a slow ketchup puzzle, a global drawing campaign to demonstrate the brand's iconic bottle shape, and the introduction of custom red Hines ink inspired by fans' tattoos, showcasing the brand's innovative approach to connecting with its audience.

Mindmap

Keywords

💡Advertising

Advertising is a marketing communication strategy used to persuade an audience to take some action with respect to products, ideas, or services. In the video, advertising is the medium through which the 'big idea' is communicated, with a focus on creating memorable campaigns that resonate with consumers.

💡Big Idea

The 'big idea' in advertising refers to a central concept or theme that drives a campaign and differentiates it from competitors. In the script, the big idea is exemplified by the strategy to remind fans why they love Hines in a modern context, using iconic brand traits and a modern take.

💡Strategy

Strategy in this context refers to the plan and direction set for the advertising campaign. It is crucial for aligning the brand's message with its audience's expectations and desires. The script mentions a strategy finishing school, indicating the importance of strategic planning in creating successful advertising.

💡Idea Platform

The idea platform is a tool or framework used to develop and articulate the big idea. It often includes variables that help in shaping the campaign's message. The script describes it as a statement with three variables, which are used to create a cohesive advertising narrative for Hines.

💡Fans

In the context of the video, 'fans' refers to the brand's loyal customers or followers. The advertising strategy aims to remind these fans of their love for Hines and to reinforce their loyalty. The script uses the term to highlight the importance of engaging with the brand's existing audience.

💡Iconic Traits

Iconic traits are distinctive features or characteristics that are strongly associated with a brand. In the script, Hines's iconic traits include the red color, the Keystone logo, and the slow pouring time, which are used to create a sense of familiarity and brand identity.

💡Modern Way

The 'modern way' in the script refers to the approach of updating traditional brand elements to appeal to contemporary consumers. It involves making the brand relevant and appealing in the current cultural and social context without relying on nostalgia.

💡Executions

In advertising, 'executions' are the specific creative expressions or manifestations of the advertising strategy. The script provides examples of three executions for Hines, such as the ketchup puzzle, the social experiment with drawings, and the custom red Hines ink, all aligning with the big idea.

💡Ketchup Puzzle

The 'ketchup puzzle' is one of the executions mentioned in the script, which is a 570-piece puzzle that is entirely red, playing on the idea of Hines's slow pouring ketchup. It is an example of how the brand uses creativity to engage fans and highlight its iconic traits in a modern context.

💡Social Experiment

A social experiment in this context is a marketing tactic that involves observing and interacting with consumers to demonstrate brand recognition or loyalty. The script describes how Hines asked people to draw ketchup, revealing that many drew the Hines bottle, showcasing the brand's iconic status.

💡Hines Tattoos

The term 'Hines tattoos' in the script refers to the brand's fans expressing their loyalty through body art featuring the Hines logo or other brand elements. It is an example of how deeply ingrained the brand is in its fans' lives and how it leverages this for a modern advertising execution.

Highlights

A big idea in advertising is the concept of the 'idea platform', which is a statement with three variables.

Hines strategists teach members how to use the idea platform to create impactful advertising strategies.

The idea platform for Hines includes three parts: reminding fans of their love for the brand, leveraging iconic brand traits, and modernizing the brand's image.

Hines' iconic traits include the red color, the Keystone logo, and the slow pouring time.

The advertising strategy avoids nostalgia and instead focuses on a modern take to elevate Hines' status.

The 'ketchup puzzle' campaign was designed as the world's slowest puzzle, a 570-piece only red puzzle, to celebrate Hines' iconic red color and slow pour.

The 'draw capture' campaign involved a social experiment where people worldwide drew ketchup, with most associating the Hines bottle shape.

The 'Hines Inc' campaign was inspired by fans sharing their Hines tattoos online, showcasing the brand's iconic red color and fan loyalty.

Hines created custom red Hines ink, a first for a brand, as a modern way to engage with fans and the mainstream acceptance of tattoos.

The 'idea platform' approach is a key strategy taught in the finishing school for strategists.

The three parts of the idea platform are designed to resonate with fans, utilize brand uniqueness, and appeal to modern sensibilities.

The red color is a significant part of Hines' branding and is used to create a strong visual identity.

The Keystone logo is an owned brand trait that distinguishes Hines from competitors.

Slow pouring time is a unique characteristic of Hines ketchup that is highlighted in the advertising.

The 'ketchup puzzle' campaign leverages the patience of fans and the brand's iconic slow pour.

The 'draw capture' campaign demonstrates the global recognition of the Hines bottle as a symbol of ketchup.

The 'Hines Inc' campaign capitalizes on the popularity of tattoos and the brand's iconic imagery.

The creation of Hines red ink is an innovative way to connect with fans and reflect cultural trends.