Charles Allison's recent articles
HP’s Sauce of Manliness gets men talking about making sandwiches
HP Sauce of Manliness is an example of how brands can get consumers engaging with everyday life products. Whilst some female consumers feel alienated, the campaign successfully gets men talking about their favourite way to use HP Sauce.
- Facebook fans respond to the campaign posts: They say they "love" the "brilliant" new advert and that it's made them want to make an Manwich. However, female Facebook fans generate a small amount of negativity as they feel the advert means they are "not allowed" to have HP Sauce
- The videos are also received positively on YouTube: Consumers comment that the campaign is "hilarious" and "one of the funniest they've seen"
- Consumers tweet using #manwich: Tweets about the advert come almost entirely from male consumers who say they are "loving" the ad, share quotes from the video and tell others about the "manly" sandwiches they have made using HP Sauce
Those tweeting using #manwich associate HP Sauce with bacon, egg and hash browns:
- Consumers resonate with HP Sauce's messaging: The Sauce of Manliness creates engagement on Twitter, with male consumers tweeting about the #manwich they have made, most of which involve bacon, egg, sausage and has browns. This shows that HP Sauce's visual branding is in line with consumer's use of the product