I need someone either a lot smarter or a lot stupider than me to explain how getting a cake smashed on it relates to Philly cream cheese...

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Vandal: Think about the Earth, people are destroying the Earth!

Kraft Heinz Philadelphia Cream Cheese: Was that us in that cake? 😉😋

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Huge fan of Rethink, but this makes no damn sense.

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It’s not about the cake, it’s about the schmear, baby!

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1) I think on the Top 10 list of events brands shouldn’t hijack, petty misdemeanour crime is probably #7
2) This is the first moment you wish you had won that SC Johnson pitch 2 years ago. The first.
3) because of their awards budget we think agencies like Rethink are all home runs. Takes a lot of singles to get those few home runs.

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I wish someone commented this on their post.

likefunny

Sigh…

likefunny

Would have gone with “Try a bagel instead.” And the brand logo. but that’s easy in my armchair with no client or legal.

likefunny

Fair point but the same people (I think) who might have missed this time, didn’t miss on previous reactive posts and picked up some pencils. Pretty low risk, high reward for social posts.

Cheesecake? It’s cheesecake, right…?

It’s a bit forced, for me. (but now I kinda want cheesecake 🫥)

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🤦‍♂️ Relates to pop culture. Just like Wendy’s Meat tweet.

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No. It’s not Philadelphia.

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Yikes. This looks like a "socia media cultural capitalization moment" gone terribly wrong--thats what happens when you rush things. A rare miss for Rethink :/

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Terribly wrong is a bit of a stretch. At worst, it’s just more noise. Not like it backfired on them.

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Icing is cream cheese based

Only cream cheese icing is cream cheese based

They were all so proud of this it was all over LinkedIn. I get it but it was not as strong as Wendy's Meat tweet.

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