Around $516 billion a year is spent on media advertising around the world.
The largest advertising market in the world is the United States.
Brazil is one of the greatest exponents of the industry in Latin America.
New technologies are being integrated into the strategies of marketing of many brands in the world in order to connect with the new generations of consumers. Heinz recently launched a new campaign with the Rethink agency, where with the use of artificial intelligence they draw the word ketchup.
Advertising campaigns are used in the world as a resource to attract new consumers, so according to eMarketer data, marketing generates millions of dollars and about 516 billion dollars are spent annually on media advertising.
Given this, North America is the main focus of investment in the sector, where only the United States is the largest advertising market in the world, with spending that exceeded 240 billion dollars, according to Zenith data.
The bell
According to what was mentioned by the brand, the action had the help of the platform of artificial intelligence DALL-E 2which helped generate images from whatever phrase you write on it, with its sketches totally inspired by the iconic Heinz bottle.
In this new creative and technological campaign, the brand shows that even the most impartial person associates ketchup with its iconic glass bottle.
This campaign had already been launched by the condiment company in 2021, when I called it draw ketchup” and consisted of anonymously asking people from the five continents to “they will draw ketchup” and most reproduced the iconic Heinz bottle, highlighting the notoriety and success of the brand throughout the world.
Heinz explains that he now uses the DALL E 2 platform: a new AI system capable of creating realistic imagesfrom a simple description.
Given this, the company and the advertising agency registered different combinations that it associates, in particular to its emblematic sauce, with terms such as Renaissance, impressionism, street art, tarot card, space. In response to these requests, artificial intelligence has generated images that strikingly resembled the iconic Heinz bottle.
This test quickly turns into a multi-channel campaign, where the most amazing variations are widely distributed. Likewise the content is being distributed on social media and in print ads, published in the New York Times and USA Today.
“With AI imagery dominating the news and social media, we saw a natural opportunity to expand our ‘Draw Ketchup’ campaign. We know that Heinz is unmistakable to people around the world, and we’re delighted to see that even the most unbiased source agrees that when it comes to ketchup, it has to be Heinz,” said The Kraft Heinz Company Brand Manager. , Jacqueline Chao.
Currently, many brands are using new technologies to recreate their advertising campaigns. An example is Adidas, which launched its virtual reality glasses in July so that users could enjoy its new Ozworld sneaker collection in Mexico.
In generating technology it is fashionable, since it is a phenomenon that is causing a sensation, in all industries in the world.
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