Notice how I didn’t use the phrase, “old dog,” in today’s headline.
That was both out of respect for my canine friends, but also a nod to “classic” franchises – brands that have been around for as long as most of us have been alive. And they’re still going strong.
When you’re one of those products that everyone knows, the good news is that cultural awareness is an obvious asset. It takes a long time to become truly iconic, and most brands never enjoy that status.
The challenge, however, is not just in finding ways to stay top-of-mind, but better yet, to remain relevant.
So, today’s post celebrates a couple of these household names, and what they’re doing to not just hang around, but to even generate positive buzz among consumers captivated by TikTok and the other bright shiny objects vying for our attention.
Heinz goes thrifting – The world’s most popular ketchup brand was created by Henry John Heinz way back in 1876.
Its new campaign is in partnership with the online resale platform ThredUp. The hook is Heinz leaning into one of its inherent downsides – ketchup stains, something we’ve all experienced.
They’ve designed the Heinz Vintage Drip collection of clothing – 157 items in all. The campaign leans into the Gen Z and Millennial penchant for thrifting. All proceeds from sales of these wearables go to Rise Against Hunger, supporting hunger relief.
https://www.youtube.com/watch?v=imdISGFzclg&t=33s
According to Heinz brand manager for communications, Alyssa Cicero, “While Heinz is recognized globally for its iconic glass bottle, keystone and slow-pouring ketchup, we saw an opportunity to view the stain we’ve been leaving on clothes as another iconic brand symbol and change the narrative from a stain to a statement.”
It’s a very smart marketing effort for a product easy to take for granted because it’s been so good for so long.
Mustang v 7.0 – The iconic Ford “pony car” – the Mustang – made its debut in 1964. Compared to Heinz ketchup, the Mustang is just a baby brand, in garages all over the world for less than six decades.
Despite its immense popularity at various points in the brand’s history, the Mustang competes with the new breed of automotive technology. And newcomers like Tesla and Rivian often steal the headlines.
So, awareness and relevance are key priorities for the launch of a new version of the 2024 Mustang which goes on sale next summer. The seventh generation of this Motor City model made its debut at this year’s North American International Auto Show (formerly known as the Detroit Auto Show).
This event used to take place in frigid January, but thanks ironically to COVID – and the scheduling gods – it appears to now be locked into September where outside exhibits and displays can be utilized. President Biden was in town to mark the moment and lend some D.C. gravitas to the moment.
The rolling out of this new Mustang saw Ford pulling out all the stops. CEO Jim Farley (pictured) – a dyed-in-the-wool car guy – acknowledged that while EVs are the
priority, the Mustang is an homage to old school muscle cars:
“Investing in another generation of Mustang is a big statement at a time when many of our competitors are exiting the business of internal combustion vehicles. Ford, however, is turbocharging its ICE growth plan, adding connected technology, opinionated derivatives, and hybrid options to our most profitable and popular cars – all in the Ford Blue family – on top of investing $50 billion in electric vehicles through 2026.”
When you’re breathing new life into a classic brand like the Mustang, it is smart to err on the bombastic sign. That meant a 1,000 Mustang caravan – better known as the more on-brand “Stampede.” Detroit Free Press automotive writer, Phoebe Wall Howard, provided great coverage of this amazing event in a compelling feature story.
And to give it a radio spin, WCSX morning guy, Jim O’Brien, didn’t just participate in the “Stampede” – his was the lead vehicle….er, pony.
As Jim explained to me, “(Ford) embraces their past but they don’t live in it. They celebrate technology, but they’re not afraid to be disruptive – like putting a drift brake on a Mustang, for example). The best thing was watching (Farley) video the Mustang unveiling on his phone – from the front row. It’s okay to be a fan and love what you do. I feel that way about Classic Rock.”
And Phoebe Howard’s story colorizes the multi-generational appeal of this Detroit classic. While it’s been said that young people tend to be indifferent to cars, you would have never known that this week as Ford revved up interest in their new Mustang – and all it represents.
Jim O’Brien told me that at one of the Mustang demos, a Ford rep summed it up this way:
“Mustang is an attitude, not a demographic.”
And that’s the perfect segue into our last category of lasting brands…
Classic Rock Radio – As we’ve collectively learned since that first FM station, WMMQ in Lansing, flipped the switch in the Spring of 1985 and made the commitment to embracing the Stones, Zeppelin, and Queen, there’s a classic-leaning station at or near the top of the ratings in most U.S. markets.
But the truly great stations – the ones that have survived and thrived – for the past three decades or more have worked their heritage brands hard.
Whether it’s ketchup, pony cars, or radio, keeping fan interest and consumer attention at a high level requires ongoing research, marketing, and support.
Whether it is station events, major promotions that highlight the music and what it means to diehard listeners, or continuing to connect audiences to the legendary artists themselves, thinking BIG is always a key component that be a difference-maker in the enduring success of the brand.
Back to CSX and Mr. O’Brien, earlier this year they brought back the “Stone Soup” promotion the station originated that marries classic cars with the music that provided the soundtrack for these amazing four-wheel marvels.
This year’s rehab mission was a 1974 Ford Bronco. To create an even more important community connection, the vehicle was wrapped in photos of military
veterans. WCSX and “Big Jim’s House” raffled the classic vehicle to a listener, raising $150,000 for Vets Returning Home in the process.
It is one thing to steward a classic brand. It’s another to nurture it, invest in its future, and enjoy younger generations of consumers enjoy it as well. It’s how brands stand the test of time.
And that’s the definition of a true classic.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Shake and shake the ketchup bottle.
None will come, and then a lot’ll.
Haha. And hey, look, you can’t spell “lot’ll” without “lol”!
And why am I hearing Carly Simon singing “Anticipation” in the background?
“Cary Simmon”?
Carly Simon, Paul.
It’s what happens when you text comments on the fly rather than type them.
Meantime, PAUL??!!!
It’s what happens when you post comments on the fly without remembering who you’re addressing. (LOL)
Oh man, is this whole, “It’s not a stain–it’s supposed to look that way” thing gonna make MY life more convenient!
As someone who has had his fair share of food and eating mishaps (probably involving mustard more than ketchup), (with apologies to Bill Clinton), I feel your stain.