How Spam Became an Icon

Interesting look at Hormel’s classic brand:

In a 2012 paper, marketing researchers Rajeev Batra, Aaron Ahuvia and Richard P. Bagozzi developed a model of “brand love.” Based on studies on consumers’ brand attachment, they showed that in order to form meaningful attachment with brands, consumers need to experience them in ways beyond simply buying and using the product.

Hormel seemed to intuitively understand these ideas. Simply selling a cheap, useful product wouldn’t be enough. In creative and humorous ways that went beyond traditional advertising, they appealed to consumers by positioning the brand as a patriotic food that reflected American ingenuity – with a streak of eccentricity.

In the years after the war, the Hormel Girls – a musical troupe of female World War II veterans – traveled the country performing songs and promoting the product. The group even starred in a top-rated radio show on three national networks.

Since then, the Spamarama cooking festival (1976-2007), a Spam museum (1991), a Spam recipe contest (1991), a Spam-sponsored NASCAR race car (1995) and even a 2005 Broadway musical – “Spamalot” – all enhanced what’s called the brand experience, the way consumers interact and connect with a product.

These marketing ventures were accompanied by the introduction of new products and flavors. The Spamburger (1992), Spam Lite with 50 percent less fat (1995), Spam Hot and Spicy (2000), Spam with Bacon (2004), Spam Teriyaki and Spam Jalapeño (2012) reflected consumers’ evolving tastes and preferences. Spam Spread was even introduced just in case you’re “a spreader, not a slicer.”

Posted by on October 3rd, 2017 at 10:03 am


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