|Can Inspiration Sell Your Brand?
By: Cindy Wendland
Ritz’s “Life’s Rich” YouTube video is inspiring and sweet. Their message is “May you be rich. Not rolls of money rich. Rolling on the floor with laughter rich.” Will this message help them sell their brand, Ritz crackers?
People love to laugh. People like to have fun. People like to eat food. When we make an emotional connection with food, it can be powerful. Ritz is looking to inspire you and build a strong emotional connection to their crackers. Can crackers make you laugh? Can crackers be fun? Are crackers good to eat?
The video starts out with children dressed as makeshift warriors attacking their father and wrapping themselves around his legs. It shows friends doing a dirty mud run and laying in the mud. It shows kids building a fort underneath the table during the holidays and reaching up and grabbing Ritz crackers. These are fun times. These are happy times. And Ritz is there to make it better.
People have traditions tied to food. One of my friends makes French bread French toast only on Christmas morning. It is special. It is Christmas French toast. Coffee with Bailey’s is our cozy morning weekend treat. It can make any day special and better. Ritz is building the same connection. Ritz is making family time more fun and more special. Can this really help them sell more crackers?
Well, Ritz can advocate what they believe in and how they wish for your life to be laughter rich. Ritz’s marketing can project positive feelings by wishing you rich life moments. That gives us a warm, fuzzy feeling about Ritz, and it’s not even the holidays where these types of messages usually appear. People want to be inspired and people want to have fun! If Ritz can increase the fun, they can and will sell more crackers.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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