There are products that are in apparent limbo, such as ready-made pasta sauces. A good way to revitalize the category is cobranding. Today I present a surprising brand alliance between Heinz and Absolut, which has resulted in a limited edition of a curious pasta sauce.
The United Kingdom is a market where this type of product is habitually consumed and is the place where the project has seen the light of day. It is not surprising that it has become a viral and sales phenomenon, and has even sold out. Waitrose has been the premium supermarket chain where it has been sold exclusively. Another interesting aspect of the case. You know what scarcity can do.
Two mythical brands such as Heinz and Absolut in a successful cobranding
The pasta sauce category was quite boring and the brands that created it had not done anything interesting for many years. This action has therefore shaken up the environment and is a breath of fresh air.
How did the idea come about? By active listening. Analyzing what happens in restaurants and on social networks, an interesting insight appeared. One dish in particular, penne alla vodka, seemed to be in extraordinary demand. The history of the recipe was researched to see its origin and a video of Gigi Hadid in 2020 appeared with enormous repercussion.
Although time has passed, the idea serves perfectly to propose an idea like this and rescue the original. This is pure storytelling. Two authoritative voices on each of the ingredients shape a powerful proposal. Heinz is a tomato specialist. Absolut specializes in vodka.
Curious displays give life to the proposal in the commercial spaces of Waitrose, the most premium supermarket in the United Kingdom. Everything is very well thought out. So much so that it has achieved unprecedented success. One more example of the power of cobranding as an incredible marketing strategy.
