Kraft Heinz knows how to make you to pay attention

From modern jingles to unusual collabs, Kraft Heinz CMO Todd Kaplan explains how tapping into culture is marketing’s best bet.

The commercial jingle will never die. The classic advertising device’s longevity is as impressive as it is surprising. Despite just about everything else in the advertising industry changing over the past two decades, it remains one of the few core tools many marketers still rely on. It’s why when you read, “Liberty, Liberty, Liberty” you’ll be singing the Liberty Mutual tune in your head.