I’m not ashamed to admit it: I love the Hillshire Farms GO MEAT commercials. So much so, that I sing along with the commercials and buy the lunchmeat religiously. Turning a quick, blind-eye to the brand and the delicious taste, there is one key reason why I enjoy my purchase of Hillshire Farms lunchmeat: the free-with-purchase storage containers.
This might be a minor detail to some, but I have always noticed that this lunchmeat is stored in Gladware containers. Despite being a very lucrative account for Glad; this separated Hillshire Farm’s lunchmeat from its packaging, the handy container that has a semi-permanent place in consumers’ homes.
It is like Hillshire Farms read my mind. The other day while I was finishing my lunchmeat, I took off the flimsy, cardboard lunchmeat sign and, voila, the storage container carried the Hillshire Farms logo. Front and center on the lid. Now, regardless of whatever I store in the container, the Hillshire Farms brand has a permanent home in my kitchen.
Your brand needs to have longevity that extends past the life of the actual product. There are several brands that we encounter every day that have mastered what Hillshire Farms is working toward: brand ubiquity. For example, Starbucks. Their delicious chai lattes may only last 15 minutes, but their name lives on their mugs, travel tumblers, and straws. Yes, Starbucks has even branded their straws.
It‘s quiet in here! Why not leave a response?