You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative that should be on your radar. Today, Velveeta, beloved American food brand and staple of queso recipes everywhere, rolled out a cheeky — albeit smooth — April Fools’ Day campaign we won’t soon forget.
Kraft Heinz’s Velveeta has debuted “V by Velveeta,” an April Fools’ gag promoting a (hopefully) nonexistent new line of luxury skincare products designed to “help you discover your skin’s natural, creamy complexion.”
Velveeta claims that its new “V by Velveeta” products “are inspired by the unmatchable creaminess of Velveeta liquid gold, and have been meticulously designed to make your skin feel smooth, hydrated and moisturized.”
The stunt includes three “indulgent” products: a daily moisturizer touted as “rich and creamy,” a night cream to “revitalize your skin’s natural, creamy complexion,” and a renewal serum that unlocks “radiant golden glows.” The brand claims these new products are “inspired by the unmatchable creaminess of Velveeta liquid gold.”
The campaign includes two SNL-style promotional videos: “Indulge Your Indulgences” and “Melty Moisturization,” both of which feature warm yellow-gold visuals and a sensuous, slow voiceover that evokes the creamy richness of Velveeta processed cheese products.
Velveeta is among the many brands joining the April Fools’ Day fun this year. Understandably, 2020 saw little joking. During the dawn of the COVID-19 crisis, most brands, cautious of being perceived as tone deaf, forwent jovial April Fools’ campaigns in favor of more heartfelt messaging that spoke to consumers’ need for comfort. This after 2019 proved to be a banner year for branded April Fools’ Day pranks, with the likes of Honda, Google, Jameson and KitKat joining in on the fun.
Now with the US’ vaccination campaign well underway, the light at the end of the tunnel is growing ever brighter. In response, brands are seizing the opportunitiy to lighten the mood. For example, Pumpkin Insurance has just began offering “Goldfish Insurance” and Sour Patch Kids created a “Sour Patch Prank Fund” on TikTok, which incentivizes pranksters with cash prizes.
Maya McDonald, brand activations lead at Kraft Heinz says, “Velveeta has always been known as the creamiest, and we know our consumers love the texture and experience of eating Velveeta, so it only made sense for us to extend into skincare by creating the creamiest trio of products. ‘V by Velveeta’ gives you the golden glow you’ve come to love from eating Velveeta, but is now finally available in an indulgent skincare line.”
The “V by Velveeta” line will be available only from March 30 to April 1, 2021. Consumers are invited to add their names to a waitlist to get access to the creamy goodness, and are encouraged to hashtag #VbyVelveeta and tag @Velveeta across social channels.
For more, sign up for The Drum's daily US email here.