X teams up with Paris Hilton to promote ‘live shopping’ feature

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Retail marketing hits and misses from the past week.

Fan service: Heinz is releasing a new sauce called “Ketchup and Seemingly Ranch” in response to a viral tweet from a Taylor Swift fan who took an educated guess about the pop star’s choice of dipping sauce during a Kansas City Chiefs game. The release tracks with Heinz’s recent pivot toward viral marketing. Another recent ad campaign made light of the internet’s obsession with super spicy foods. (@tswifterastour on X, formerly known as Twitter)

Live shopping: Paris Hilton, fresh off peddling NFTs on late-night talk shows, is teaming up with X to promote its new “live shopping” feature. X, formerly known as Twitter, signed the two-year deal in an effort to revive the company’s finances. This is the company’s second attempt at rolling out a live shopping feature. A previous effort in 2021 failed to gain traction. (Paris Hilton on X)

Fake friends: Peet’s Coffee is struggling to keep up with rivals, so in an effort to claw back market share, the company launched a one-day “Disloyalty Program” on National Coffee Day. Basically, customers could exchange rewards points from key competitors such as Starbucks and Dunkin’ for free coffee at Peet’s. (Peet’s on TikTok)