L’affaire est ketchup

Happy Friday,

How was your week? Good? I mean, aside from experiencing six different seasons in one day? Yeah, me too.

Tapping into a viral trend is becoming a must-do for brands to keep relevancy high. Gen Zs love big, a good trend, and jump lightning fast onto the next one if you are trying to keep up, making it harder and harder for brands to keep up. 

Beauty brands have aced the game by understanding Gen Z's preferences and leveraging celebrities' equity. Just look at Cerave's genius move of tapping into Gen Z's love for Micheal Cera (who knew), turning it into a Superbowl campaign. 

More and more Zs kings and queens are launching their lines to enlist their crew: Fenty, Rare, Pleasing, Florence by Mills, and Rhode Skin, to name a few.  

Thanks to the power of social media, Gen Zs feel a deep connection with their favourite brands, living vicariously through them with their phone. Hailey Rhode Bieber's stroke of genius combined with a phone case holding her namesake lipstick became the hottest item to own in nanoseconds and, unsurprisingly, out of stock.

Ketchup is a commodity for all practical purposes, one of the few condiments still made out of real ingredients and table stakes at all costs for many.  

But if you have been enjoying the Heinz ketchup renaissance, you know that Ketchup has been paying close attention to trends and is having its moment with Gen Z. Yes, you can finally carry your ketchup everywhere you go. 

And yes, inspiration truly comes from anywhere and everywhere. 

Hailey could even say that l'affaire est Ketchup!

See you next week