The Relevancy Read

Hot takes, early calls and astute observations, carefully curated.

A Sampling

Condiments and Gwyneth’s $1 win.

April 11, 2023

Heinz heats up with creative branding.

Heinz is exciting condiment lovers everywhere with a series of special edition creations. Following a viral Vodka Pasta Sauce made in partnership with Absolut, the brand now announces a limited-edition Hot Cross Bun Mayo, catered towards UK customers who traditionally enjoy the sweet treat during Easter. Outside of food, the brand brilliantly developed a non-toxic red tattoo ink pigment, after noticing many super-fans have Heinz tattoos. The icing on the cake? Notable tattoo artists created original brand-centric stencils available for free on the brand’s website. Besides making us all hungry, Heinz serves as important reminder that no matter the product line or industry, there’s always room for creativity and innovation…and hot cross buns dessert.

The rich bitch is back after years of villainizing privilege.

The internet fell in love with Sofia Coppola’s daughter, Romy Mars, after the nepo-baby posted a TikTok saying she was grounded for trying to book a helicopter on her parents’ credit card. Coincidence or not, mother Sofia is featured in Town & Country's recent guide to the rich bitch wardrobe. The internet was also loving Gwyneth Paltrow throughout her ski-accident trial, as she addressed comments towards her wealth and status with snark and sass. Quite the pendulum swing for the “almond mom” who's historically been the butt of white-privilege memes. Beyond a shift in internet sentiment, aesthetically, “old money” is in. Olympia Le-Tan’s clutch collaboration with princess Olympia of Greece nails the monied movement. While wealth has always been coveted, it’s now a full-blown creative direction.

Female athletes finally get due attention (and endorsements).

The women’s March Madness games saw unprecedented viewership this year. While the viral trash-talk didn’t hurt, the glow-up can be credited to a culmination of rising talent, increasing demand, gender equity initiatives, and policy changes allowing college athletes to make money from their names, images, and likeness. LSU basketball star Angel Reese has more NIL deals than any men’s or women’s player. The Cavinder Twins of Miami University are balling on and off the court as savvy content creators. Outside of basketball, college gymnast Olivia Dunne is now a multi-millionaire thanks to big partnerships with brands like American Eagle, Forever21, and Vuori. The women’s market won’t outpace men’s, but as the future of sports advertising and branding looks more female, consider playing the girls’ game.