Sweethearts' Twitter tie-up is perfect synergy

Mon, 25 Jan 2010 | By Vikki Chowney

Yesterday I discovered that Sweethearts candy is to start stamping ‘tweet me’ messages onto its 145-year-old confectionery. Much like Polaroid last week, this is an attempt to modernise a brand by association. It has created a flurry of press and, although some cynics have dismissed the move as a commercialisation of romance, it has put the sweets front of mind for a younger generation in time for Valentine’s Day.

But what of Twitter? It has been roped into this free of charge, benefiting from all this press without handing over a dime. That has to be the holy grail, not only getting someone else to talk about your brand but promote it as well. Not only that but the new phrase was voted for by users. Sweethearts probably fell over itself with glee on realising it had inadvertently stumbled across a perfect brand synergy (short messages featuring prominently on both sides) after the suggestion to add ‘tweet me’ to the ballot was only initially agreed to placate an intern.

Often the most culturally relevant pieces of promotion are the ones that happen by accident. The constant battle by companies to make ‘viral videos’ (a concept that frustrates me to my very core) proves that brands have caught on to the power that advocacy and personal referrals hold over marketing messages. However, it’s a rare thing to do this well while maintaining credibility.

At TEDGlobal last year I listened to Julian Treasure from the Sound Agency talk about the instantaneous recognition that most people have for the Nokia ringtone, which comes preinstalled in all handsets and is heard 10bn times a day on average. That’s a phenomenal number. There’s no way that Anssi Vanjoki, executive VP of Nokia, brought the whole of Gran Vals in 1993 with the specific aim of generating free PR. A recognisable Nokia tune, yes, but that’s just good branding.

Forcing this effect can have disastrous results, though – I’m looking at you Saatchi & Saatchi, that Toyota Yaris stunt was bad form, and don’t hide away in the back, Moonfruit, I have my eye on you. Videos like the Diet Coke and Mentos fountain experiment come along once in a lifetime. The best rule for a brand is just to create good content, like Twitter’s luck with Sweethearts, instead of relying on gimmicks in the hope they’ll become the next big thing.

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