The VinePair Podcast: Can You Market Through Memes?
As ridiculous as internet memes can be, they say a lot about the trends that resonate with people. As such, it makes sense that advertisers and marketers have their fingers on the pulse in order to observe what’s catching steam on Instagram or TikTok. But can a beverage brand capitalize on these social media trends in a way that doesn’t cheapen their image?
In advertising, the art of subtlety is not to be underestimated. The moment a customer becomes aware that they’re the target of any brand’s marketing strategy, they’re quick to stonewall it and turn their attention elsewhere. And while memes tend to be anything but subtle, perhaps there is a way for brands to flip them around into clever, successful campaigns.
Fresh off speaking at the Culinary Institute of America’s Wine & Beverage Summit, Zach poses the question to Adam and Joanna: Can brands and categories use memes and viral videos as a part of marketing campaigns, or should they even be paying attention to trends like Gatorwine and jalapeno Sauvignon Blanc in the first place? Tune in for more.
Joanna is drinking: Zanotto “Rivolto” NV Sparkling Wine
Zach is drinking: Louis M. Martini “The Gryphon” Cabernet Sauvignon
Adam is drinking: Mint Julep at the Kentucky Derby
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