Vance explained that the platform doesn’t just focus on products, but often steps outside of the food realm to promote an “attitude and mindset” of unapologetically fun.
Since introducing the concept, which depicts a series of scenes of people living their best lives, the message has become increasingly bold and confident. Like other advertisers who imitate his lifestyle brand across categories, from Lucky Charms to Magnum Ice Cream to Barbie dolls, Velveeta’s marketing is more akin to luxury goods and fashion communications. Foodies may turn their noses up at the sight of Velveeta’s hunks, but the stunt has often outshined its image.
There was a “Foodie Call” encouraging people to reconsider late-night booty calls by ordering Velvita-scented nail polish, infused martinis, and cheesy snacks. Last year, the sweet film paid homage to Fellini and spotlighted an unusual cast of characters who lived their lives on their own terms.
This year, Johannes Leonardo took it even further and asked, “What is one of the boldest statements a person can make?” Often it’s the hairstyle.
cultural penetration
“La Dolce Velveeta” has never worked with a celebrity before. But Foxx embodied everything that Belvita was trying to convey.
“She’s known as an icon of doing what she wants,” Vance said. Hess added that she is “the queen of self-expression and resonates with young viewers.”
The hair dye that Fox wore was custom-made to match Velvita’s signature yellow hue. “It wasn’t an easy job,” Hess recalled.
Importantly, the look Belvita developed with Fox “had to be authentic to her,” Vance said. As a brand venturing outside of its core category, it could easily have come across as off-putting.
