Heinz Idea Model | If You Don’t Create Ideas Like This, Don't Expect Great Work
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
📚 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
💡Big Idea
💡Strategy
💡Idea Platform
💡Fans
💡Iconic Traits
💡Modern Way
💡Executions
💡Ketchup Puzzle
💡Social Experiment
💡Hines Tattoos
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.
Transcripts
a big idea in advertising gets thrown
around a lot let me show you a good
example of what that looks like with
Hines a strategist plays a key role in
helping to create the big idea in the
strategy finishing school I teach
members how to use the idea platform
which is a statement with three
variables as part of it so the idea
platform for hindes might be remind fans
in a modern way why everyone loves
hindes capture the three parts one for
the fans everything should be reminding
people of how big of a fan they are two
iconic traits What are the brand traits
that we own that no one else does red
color the Keystone logo the bottle and
slow pouring time three modern take play
up their status in a modern way do not
lean into Nostalgia let's look at three
executions that lad up to this idea
first the ketchup puzzle the idea was to
create the world's slowest puzzle a 570
piece only red puzzle for the fans well
fans are used to waiting for a long time
with the hind slow the iconic trade
celebrate the iconic red color and the
slow po of Hines the Modern Way in
lockdown everyone had to turn to puzzles
to pass time draw capture the idea was
hindes asked people around the world to
draw ketchup and a majority of them drew
a hindes bottle for the fans show fans
all around the world that they think
there's one brand of ketchup which is
hindes Iconic trait the hindes bottle
shape and Bridge the modern way it was a
social experiment that showed that even
today people associate only one brand
with capture hindes Inc the idea was
spurred on by Hines fans online sharing
their Hines tattoos the brand created a
custom red Hines ink for the fans Hines
fans have been posting online their
tatos of the product the iconic trait
the Hines red color and then the Modern
Way tatos have only recently become
accepted by mainstream culture a brand
creating an ink color is a first
浏览更多相关视频
What Is CREATIVE STRATEGY?
I built a Marketing Campaign for Iman Gadzhi's $100M Company
The Rise and Fall of Old Monk | Business Case Study
Keegan-Michael Key Does Impressions of Shaq, President Obama, Snoop Dogg and More | The Tonight Show
15 Things You Didn't Know About GUESS
Brainstorming Techniques: How to Innovate in Groups
5.0 / 5 (0 votes)