Brand Strategy Lesson: The Case of Duke’s Mayonnaise

By Robert Brodo | Feb 22, 2022 8:20:26 AM

I will admit that about halfway through the 2021 Duke Mayo Bowl between the NorthCarolina Tar Heels and the South Carolina Gamecocks I had lost interest in the game. However, the non-stop, almost over-the-top conversation about the after-the-game mayonnaise bath for the winning coach had me on the edge of my seat. We’ve all seen the Gatorade bath, but a coach having a vat of mayonnaise dumped on his head? That was something I had to see. And it was well worth the wait…

It was a hysterical moment as Coach Shane Beamer got slathered in mayonnaise. And as he sat there, oozing in mayo, I couldn’t help but think to myself, “Damn, that doesn’t look like the regular mayonnaise I put on my sandwiches. It looks so rich and creamy…” I guess while one is sitting and watching a football coach get a mayo bath, one’s mind starts to wander about brands and traditions of buying condiments.

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