Cool Sh*t - BWH Hotels, Heinz, Whatnot, Cif and more...
Vol. 50
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#1 - The BWH Hotel Theft Reward
I’m not a fan of the final creative/content execution here, but I do like the simple insight and attempt at a more distinctive marketing campaign. Ever stolen something from a hotel? Not me! *cough cough. Probably not an item of furniture, though. For some reason, we all think it’s fair game, right…? After all, we paid for the hotel (or work did…) and therefore we can take what is rightfully ours… Ha! It’s pretty absurd when you think about it.
I just like the insight > creative here. Thoughts on the execution:
1. They could have shown recreations of people in the act of stealing (relatable and funny)
2. They could have talked about the value (cost or sentimental) of the items to make people give a shit
3. They should have talked about a USP - 171 locally owned properties, each with distinct interiors curated by local entrepreneurs
4. They could have talked about the annual cost to the business, because it would undoubtedly be quite high and that resonates with people a little more and gives an added news angle
5. Lose the American voiceover, because we’re all tired of America right now, even Americans, even if it’s an American brand…
6. Make the incentive a real one - one free night for owning up to stealing? No thanks… A weekend? Warmer. 1 week all expenses paid? Ok, I’m listening and may dob my wife and kids in too…
#2 - Heinz MUSTAAAAAAAAAAAARD!!!!!!
Love me some Kendrick Lamar, and stoked he won Song of the Year at the Grammy Awards. Also love me some Heinz, both the sauce and the brand. Tapped into culture, brave, creative, and quick to market.
In this case, their new commercial dropped within 24 hours of Kendrick’s win, using his “MUSTAAAARD!” ad-lib. What’s interesting is that they definitely didn’t turn this around in a day. It was clearly planned. But they couldn’t have known for sure that Kendrick was going to win.
Now, it’s not a huge dollar investment in the grand scheme of Heinz’s budget, but it’s not pocket change either. I guess they could have launched it regardless of the outcome, but obviously, the stars aligned in their favour. It speaks to the creative culture they’ve built, giving their team the freedom to be bold and take risks.
Other Grammy highlight? The whole crowd dissing Drake as they sing “A-Minor” during Kendrick’s acceptance. Iconic.
#3 - Whatnot
Stumbled across Whatnot recently, and it really piqued my interest. It’s an e-commerce platform that fuses live entertainment with real-time shopping - a modern-day, online Home Shopping Network.
Auctions are live-streamed by sellers offering everything from collectibles and fashion to electronics. They use countdown timers and “sudden death” auctions to drive urgency, a livestream take on eBay’s similar mechanic.
What makes Whatnot even more interesting is its focus on community building, allowing buyers to interact. It’s like a mash-up of Reddit forums, Facebook groups, eBay, YouTube/Twitch, etc.
The whole experience feels more like a live show than an online store. With more than 250 product categories and a growing international presence in markets like the U.S., U.K., and Germany, this platform is one to watch as livestream shopping grows.
#4 - Heinz Grillz
I talk about Heinz a lot, but from a marketing standpoint, I think they are one of the GOATs. This is yet another example of why…
Firstly, the simplicity of their insights. We’ve all been there - Arrgghhh! Why can’t I open my ketchup packet? Great, now I’ve got sauce all over me. Then the creative: custom-designed dental grillz (a fashion/status symbol) with serrated edges to make opening sachets a breeze.
Heinz ran this activation in Brazil, using Instagram and TikTok influencers as their main channels to grab people’s attention, generating some serious buzz.
Silly? Yes! What the people want? Evidently.
#5 - Cif Cleans Up Dirty Mouths
Some good stuff coming out of Brazil. In this case, the cleaning brand Cif used the simple insight that swearing limits monetization opportunities and reach for content creators. So, they used household cleaning as a metaphor for cleaning up speech and helped creators solve that problem by replacing traditional censorship beeps in their podcasts with the brand’s own jingle whenever a host or guest swears. They launched the campaign through a bunch of popular podcast shows.
Most advertising in podcasts is really poor. In some instances, it's a 2-3 minute diatribe that’s easily skippable. So, integrating this with the main content of a show is a smart, simple, and subtle approach. They created ads that people actually want to listen to.
Don’t know about you, but I often listen to podcasts while doing household chores too, so there’s potential for added contextual listening.
It’s a really simple combination of brand function, cultural context, and the right channel plan.
The simple act of reading about an act of kindness can also give your love hormone (Oxytocin) levels a boost. So feel the love… ❤
Retired Couple Hands Out Easter Baskets at School Bus Stop
Genre-bending pop icon Lady Gaga’s ‘Abracadabra’ makes it onto the Cool Sh*t Spotify playlist this week.
ICYMI - Cool Sh*t Vol. 49 - Creative Photo Awards, IKEA, Architecture, We Road, Bacon and more...
Cool Sh*t is typically written from the comfort of my own home, here in Sydney, Australia - Gadigal land. Always was, always will be. I pay my respects to their Elders past and present. I extend that respect to all Aboriginal and Torres Strait Islander peoples.
The views expressed are my own.