The Sauce x The Sauce.
Is this a perfectly-crafted collaboration inspired by astute audience awareness, or has social media utterly rotted our collective hive mind to such a degree that simply following TikTok trends has now become a viable marketing strategy? Being so magnanimously munificent (as well as grandiloquently redundant, apparently), we’re going to assume the former. Heinz have partnered with Absolut to launch a jar of vodka pasta sauce. Now, I don’t know what your algorithm’s showing you, but mine shows me an awful lot of old Italian ladies cooking pasta – penne alla vodka in particular – so I can only assume that my social media experience isn’t all that unique. And it was the apparent ‘instagramability’ of the vodka pasta sauce that inspired this collab. Granted, they got to the party a little late, but that’s more due to the glacial pace at which some of the more enormous FMCG portfolio brands are forced to move, so they oughtn’t be docked too many points when it comes to the actual idea itself or the execution. And you’re out of your swede if you think the Waitrose influencer mafia won’t be absolutely all over this.Read Original Story