The Importance of Product Equity in Marketing

It follows a line of campaigns from Heinz that really make use of of that product equity they've become kind of masters at incorporating their distinctive assets onto campaigns. Catch Up fraud is another one that won big for creativity at Cannes this year and it was one that just showed restaurant staff refilling Heinz bottles with non Heinz catch up with it which I think is done everywhere. It had the tagline even when it isn't Heinz it has to be Heinz. Yeah it's really high like how important that yeah that brand is.