Proof that brands have characters and personas...

This recent tweet from Weetabix went viral. For a few reasons. And 'if' the creative marketing mind behind this; genuinely anticipated, or expected the reaction and for this to go viral - then whatever their salary - they are not getting paid enough.

Below is the original tweet, and if you haven't checked out the many tweets and retweets around this original tweet - do so, especially if you need cheering up. Particularly the tweets from other brands, most are hilarious. Our hero, the one on a plinth in Weetabix Marketing did seed this well, they very cleverly invited the Heinz brand into the story, and the rest is history.

How is this relevant to my article headline "Proof that brands have characters..." Well, at least to my mind, it struck me as I read more and more tweets from all sorts of brands, quite literally across many sectors, NHS, Tinder, Pfizer, KFC even the Flat Earth Society, I noticed that these brands all had their own marketing geniuses in their teams. Because not only were the tweets funny, they were topical, many crossed sectors and played with other brands, but most striking was how they all played with and within their own brand identities, brand values - and enhanced their own persona's.

Some examples

Tinder "Trust us this is not a match". Weetabix "We'd swipe right"

Domino's Pizza "Us: Pineaple on pizza is the most controversial food ever. Weetabix: Hold my spoon"

Sainsbury's "Beans have no authority here, no authority AT ALL". Heinz "*Removes Sainsbury's from chat*. Sainsbury's "Read the breakfast standing orders. READ THEM AND UNDERSTAND THEM!"

Here are a few more:

So, I wonder if a major reason this all went viral was how it was the brands engaged? All playing as themselves, in character, and we recognised the DNA of the brands in their tweets? And I recognised them, in short - I was laughing along with Domino's Pizza, I had no doubt it was Domino's and not a thought that I was engaging with 'Susan' from Domino's marketing department.

Well played Weetabix and the supporting cast, very clever, impressive and thank you for making me laugh.

Mick

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