January 30, 2023

LVII Means 57

Frankie Pike

The Super Bowl is still two weeks away, but the ad campaigns have already begun.

Heinz launched a campaign yesterday called “LVII Means 57,” highlighting their trademarked number 57, which appears on the bottles.

The clever ad and accompanying microsite poke fun at the Super Bowl for still using Roman numerals despite the public’s lack of Roman numeral fluency and calls for an end to their usage. During last year’s Super Bowl, hundreds of people complained about the use of Roman numerals.

Heinz is not advertising during the actual Super Bowl, meaning that they did not have to pay $7 million for a 30-second spot, but they still get to piggyback off its cultural ubiquity.

Meanwhile, Anheuser-Busch ended its exclusive partnership with the Super Bowl last year, so for the first time in more than 30 years, other alcohol brands will air ads during the game.

Molson Coors—the parent company of Miller Lite and Coors Lite—will be running an ad, but has not specified which of its brands it will be advertising. The company ran print, outdoor, and digital ads asking consumers which brand deserved the spot.

“Our job in marketing is to get people excited about our products. If the amazing number of displays I’ve seen over the past week are any indication of the excitement in our network, I think it’s safe to say people are really pumped.”

-Molson Coors Chief Marketing Officer Michelle St. Jacques

OpenAI To Write Buzzfeed Quizzes

BuzzFeed CEO Jonah Peretti said this week that the news and entertainment company will use OpenAI (the creator of ChatGPT) to create quizzes and other content, according to the Wall Street Journal.

OpenAI will “personalize” some of the content to create “individual results.”

For example, “a quiz to create a personal romantic comedy movie pitch might ask questions like, ‘Pick a trope for your rom-com,’ and ‘Tell us an endearing flaw you have.’ The quiz would produce a unique, shareable write-up based on the individual’s responses,” BuzzFeed said.

Confronted by employees’ layoff concerns, Peretti said that the tools will be used to make employees more efficient and creative rather than to replace them.

Other news

  • These are the most popular TikToks posted by NFL teams this season. And this is how the Chiefs are dominating TikTok.
  • LVMH—the parent company of Louis Vuitton, Dior, Sephora, Tiffany & Co., and other luxury brands—reported record revenue and profits for the second year in a row after upping their marketing spend. This is a positive indicator for luxury brands.
  • Austin-based Greek meets Mexican restaurant startup Ziki raised a round of funding about six months ago and posted this video aimed (in part) at the investors who passed. We think it’s super clever and shows that it’s important for companies not to take themselves too seriously.

That’s all for this week‘s Marketing Roundup. Check back in next Friday for more news. And subscribe to our newsletter below for additional updates.