TASTY OR PASTY
Social Media Strategies Project
Tasty or Pasty is a spin on the art collective MSCHF'S product Makeup or Ketchup. It is a paste that will either be cheese or toothpaste.
This was a group project that I had much fun working on. We were assigned to create social media marketing campaign for a brand (existing or non-existing).
I pitched the brand MSCHF to my team, as I had read about them and noticed many of the viral products they had released.
Mainly their shoe collaborations and their collaboration with Rihanna's Fenty beauty brand.
THE PRODUCT
THE original DESIGN
THE reDESIGN
When the team initially pitched the product, Tasty or Pasty was supposed to be a collaboration between Kraft Cheese (Cheez Whiz) and Arm & Hammer (Personal Care products, i.e. toothpaste/Deodorant etc.) –– MSCHF would act as the facilitator for the partnership. However, after receiving feedback, we decided the collaboration would be best with one brand. More specifically, a brand that shares a similar personality and voice to MSCHF. And we thought Kraft would be a better fit. Comparable to MSCHF only doing a collab with Fenty Beauty and having the product look like a Heinz ketchup packet, we would have a collab with Kraft Cheese and have the packaging look similar to an Arm and Hammer Toothpaste box. Of course, there could be a conversation about copyright, licensing and usage rights, but he was a school project. Could I have done a better job designing the logo or packaging? Yes. Improvements can always be made. However, the grade was focused on something other than product design but on how we market our product.
THE SOCIAL MEDIA CAMPAIGN
One thing to note is that MSCHF rarely uses social media, but somehow, they always go viral there. Maybe they post on Instagram, but that is every once in a while to promote a product –– and only one post. So everything I share from this point onward is theoretical and inaccurate.
These are potential tweets we would release. The plan would be to start tweeting at the beginning of the month, teasing the upcoming product. Once the product is released, we will (obviously) share the link. Repost people experiencing Tasty or Pasty(ToP). And based on that release, tease new flavoured cheese pastes and so forth. We also thought launching a social media challenge or sustaining a ToP community would be cool, the same way JellyBelly had the Beanboozled product and challenge community. In that scenario, the product would likely not fit with the MSCHF brand; they aren't the type to restock/rerelease products. The social media campaign would consist of social media posts on MSCHF's Twitter, and Kraft Cheese would post on Instagram.