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Despite many people finding the word “moist” off-putting, Kraft Real Mayo strategically leveraged it with Search Moist, a search-hacking campaign to make “moist” Merriam-Webster’s Word of the Year for 2023.
Kraft Real Mayo’s Search Moist campaign was an online and offline effort that included everything from Search-A-Thon livestreams on Twitch to on-street canvassing and paid social ads with #SearchMoist to bring attention to the term and boost its visibility. The brand’s unmissable stunts also amounted to delivering a large tub of mayo with a “Real Moist” label to Merriam-Webster’s headquarters.
Despite all of Kraft Real Mayo’s best efforts with the Search Moist campaign, Merriam-Webster announced “authentic” as its 2023 Word of the Year.
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