Now that’s cheesy

A classic Harvard Business Review article focuses on how to make the most of a polarizing brand.  Yes, some consumers may hate you. But rather than try to win them over, you might be better off leaning into the hate and rallying those who love you.

Velveeta is becoming a master of this craft.  If you love cheese, you may not love Velveeta. It’s “cheese,” not cheese.  And with health and pure eating becoming more popular, the brand really hit the skids in the 2000s.  

Until…the pandemic, when people were drawn to traditional comfort foods. Velveeta sales jumped 24 percent in 2020, which gave the brand an opportunity to change the perception of Velveeta from “a dusty brand,” as its brand manager put it, to something different.

Enter the “La Dolce Velveeta” platform, aimed at Gen Z and Millennials, particularly those who “live life in their own unapologetic ways and make bold statements.”  

The platform has included Velveeta-scented nail polish, a Velveeta-inflused martini, and Felini-esque shorts that pay homage to the brand.  Actress Julia Fox, who is known for her free-spirited independence, appeared at an NBA game last month with hair dyed Velveeta yellow, which earned the brand significant mainstream media coverage.  

All this has led to positive momentum for the brand among younger consumers. It’s a classic case of brand reinvention -- taking an stodgy, outdated food brand, and making it more of a (somewhat tongue-in-cheek) lifestyle brand, all while gleefully thumbing a nose at the haters.