The article I chose is from Marketing Dive on Bush's Beans collaboration with famous singer Josh Groban to create their new "Bean Song". I was intrigued by this article not only because Bush's Beans is well known for being a humorous brand but also because the idea of a bean song is hilarious to me.
To go along with the brand's new look and tagline, "That Beautiful Bean Co.", Bush's Beans collaborated with Josh Gorban to create a bean ballad based off of the classic children's song "Beans Beans the Magical Fruit". Groban not only wrote the song but stars in a comedic music video about him as a bean-loving child. One of Bush's Beans' main goals is to not take themselves too seriously and create fun advertising for their consumers in order to distract from the rough times everyone is going through with the pandemic. In addition to Bush's Beans new song and rebranding, their parent company, Bush Brothers, will be donating 250,000 cans of beans to Feeding America.
Bush's Beans' current value of proposition is that they are a company that isn't afraid to make fun of themselves and wants to bring more joy to their consumers. Covid-19 has brought people a lot of hardships over the past year and it has reached a point where consumers are tired of hearing lines like "in times like these" in every ad they see. Bush's isn't doing that. Instead, they are creating a lighthearted playful environment that is very appealing to customers nowadays. Because of the pandemic and frequent lockdowns, a lot of people have been stocking up on nonperishable food items including canned beans. This has caused companies like Bush's Beans, Kraft Heinz, and Kellog to see a significant net sales rise. Maintaining this momentum in sales could prove to be difficult for packaged food brands once this pandemic comes to an end. Creating exciting ads and rebranding is a great way to keep sales high.
It isn’t that uncommon to see brands collab with famous musicians or actors anymore but I’d say that creating a whole song and music video is. This approach to marketing is both creative and unique. In an era focused on meme culture producing a bean song is a great way to attract attention. Personally, I feel that Bush’s Beans made a great choice for their brand. From a graphic design standpoint, their rebranding looks phenomenal. Their entire website really communicates to the consumer what their brand is all about. Josh Groban’s music video turned out surprisingly really good and funny. I have no doubt that this will do wonders for the brand’s image. If I were them though I would focus a bit more on their food donations to charity. While I think it’s great that they are trying to raise people’s spirits I am more concerned with all the people in need of food. I would urge Bush’s Beans to continue to donate food and money to organizations like Feeding America.
From this assignment, I learned that even brands based around canned beans take their marketing very seriously and put a lot of effort into creating good marketing.
Comments
Post a Comment