Sustain Success

“You’re never too old to find yourself,” says Diana Frost, Kraft Heinz’s Chief Growth Officer, in this talk from the Cannes Lions Creative Impact stream. Join Frost as she shares lessons from the legacy brand, including the importance of tapping into irrational fan' truths and the benefits of its ‘go, then grow’ approach.

A five-year commitment to reignite Heinz resulted in a 12% uplift in global Heinz Ketchup sales growth. Islam ElDessouky, Coca-Cola's Global VP, Creative, praised it for being a textbook example: ”The platform has all the product features at the centre. Take that and you have a learning agenda: you’re getting the answers from your product and you’re getting sustained success.”

Mastercard evolved its ‘priceless’ positioning with a collection of financial inclusion initiatives. These included cards for the partially sighted and the option to display trans customers’ chosen name. The strategy helped Mastercard’s revenue to increase by 67% and lifted its brand value by 56% thanks to the 854m new Mastercard cards in circulation. It shows how an inclusive approach can broaden out your audience.

One of Mastercard’s platforms welcomed displaced Ukrainians into Poland and gave them practical advice about where they could rehome. Twenty percent of the 1.5 million Ukrainians who arrived in Poland used it, and 57% of Polish and 80% of Ukrainian non-users declared higher Mastercard usage intent after visiting the platform. It’s an example of how to use your network, data and capabilities to create pragmatic solutions.

Dove took a stand against TikTok’s natural-beauty-distorting Bold Glamour filter. The beauty brand mobilised its network of influencer partners and endorsements, urging users to turn their backs on the filter by uploading selfies of the back of their heads. It generated approximately 1bn impressions and a 15-point growth in brand power. It demonstrates how a clear positioning can allow a brand to react quickly to cultural moments.

Teenage girls were encouraged to avoid toxic beauty counsel found online after being shown a deepfake of their mothers giving them the same advice. It resulted in 3.1bn total impressions, 104 media placements, an eight-point increase in awareness, a 3.05% household penetration growth, 721,000 site visits and a 5% lift in consideration. It shows how to find a new spin on social experiments to shock participants and audiences.