Kraft Real Mayo's Ambitious Quest
In a bizarre yet intriguing marketing stunt, Kraft Real Mayo has embarked on a mission to make the word "moist" the Word of the Year according to Merriam-Webster, one of the most respected dictionary publishers. This unusual campaign is not just about garnering attention; it's a strategic attempt to boost the visibility of the often-maligned term "moist" through a combination of innovative tactics, including Twitch livestreams, on-the-street canvassers, and paid social ads. While it may sound like an odd endeavor, it's a testament to the brand's creativity and ambition.
The Kraft Heinz condiment marketer started this campaign by delivering a massive tub of its mayonnaise emblazoned with a "Real Moist" logo to Merriam-Webster's headquarters, alongside an open letter outlining their intentions. The audacious goal is to have "moist" crowned as the Word of the Year, a title that traditionally reflects the most impactful and culturally relevant word of the year.
The Word of the Year tradition, which began in 2003, usually spotlights words that encapsulate the zeitgeist of the times. Recent examples include "vaccine" in 2021, a reflection of the global pandemic, and "they" in 2019, recognizing the growing use of nonbinary pronouns. In comparison, "moist" might seem like a peculiar choice.
Although "moist" might not be a word synonymous with current events or cultural phenomena, it carries a unique status in language. Many people have a visceral reaction to it, often described as "the ick." A definition on Urban Dictionary humorously points out that "moist" is a word people pretend to hate because the internet has told them to. Kraft Real Mayo is, in essence, trying to turn the tables on this internet-induced aversion and embrace a term that's considered awkward or unpleasant by many.
This campaign, aptly titled "Search Moist," is not a stand-alone venture for Kraft Real Mayo. The brand has a history of embracing controversial topics and occasionally making mayonnaise the center of attention. According to Frances Sabatier, the brand manager at Kraft Real Mayo, this initiative aims to unite "mayo freaks" and "promote polarizing condiments and words everywhere." It's an attempt to celebrate the divisive and confrontational, rather than shy away from it.
The approach Kraft Real Mayo has chosen is multifaceted. To manipulate the search engine algorithms in their favor, they have scheduled a "Search-A-Thon" livestream on Twitch for November 18. The event will feature gaming influencers who will encourage viewers to repeatedly search for the term "moist" to boost its online visibility. Additionally, paid social ads and on-the-ground canvassers will be deployed to increase awareness for the "Search Moist" campaign. Passersby on the street will be asked to look up the phrase on their phones to contribute to the cause.
To further amplify their efforts, Kraft Real Mayo will run paid social ads on platforms like TikTok, Instagram, and Reddit, all tagged with the #SearchMoist hashtag. The campaign also includes a dedicated web page for "Search Moist," where interested parties can learn more about the initiative and join the movement.
While unconventional, this campaign underscores Kraft Real Mayo's commitment to positioning itself as a challenger brand that isn't afraid to tackle divisive topics head-on. In a previous campaign, they even claimed that single people who expressed enthusiasm for mayonnaise on dating apps received more matches and messages than those who did not.
As Kraft Real Mayo dives headfirst into this linguistic adventure, it will be fascinating to see whether they can truly influence the Word of the Year selection. In a world where the internet has a remarkable ability to shape language, perhaps they'll succeed in turning "moist" into an unexpected linguistic phenomenon of 2023. One thing is certain: this campaign will continue to spark conversation and debate, just as "moist" itself has done for years.