The Aura of Soup: How Manischewitz is Betting on “Coolness”
Last weekend, an art exhibit on the Lower East Side offered a glimpse into a surprising rebranding effort. Manischewitz, the iconic Jewish food company, hosted “SOUP,” an art show featuring work by Jewish artists alongside, naturally, jars of their new soups. This isn’t just about selling soup; it’s about selling an idea of Jewish identity, and tapping into a cultural moment where brands are desperately trying to cultivate “aura.”
From Bubbes to Gen Z: A Rebrand in Progress
Manischewitz isn’t shy about its target shift. According to a 2024 interview with The New York Times, the company aims to attract a new base of “culturally curious” consumers – essentially, selling kosher products to everyone, not just those traditionally within the Jewish community. This is reflected in a visual overhaul, moving from bookish packaging to bright orange boxes adorned with whimsical illustrations.
But the question remains: can a brand so deeply rooted in tradition successfully court a younger, irony-loving audience? The strategy, as Manischewitz marketing manager Talia Sabag explained, hinges on the idea that Gen Z responds to a certain “coolness factor.” The company pointed to Nutter Butter’s recent success with surreal social media memes as a model – a campaign that demonstrably boosted sales.
Aura Farming and the Search for Authenticity
The art show itself felt like a deliberate exercise in “aura farming,” a Gen Z term for building a desirable online presence through carefully curated experiences. Gin and tonics featuring Cel-Ray, soup served in teacups, and branded patches for hats all contributed to a distinctly vibe. However, the event’s attendance was overwhelmingly Jewish, raising questions about whether the rebrand is reaching its intended audience.
This highlights a broader trend: brands attempting to tap into cultural identity for marketing purposes. Similar efforts can be seen in the glitzy launch parties for Judaica lines, like Susan Alexandra’s, and even in more unconventional spaces like the Bushwick burlesque show, Sinner’s Shabbat. The challenge lies in striking a balance between authenticity and trend-chasing.
The Paradox of Manufactured Cool
The pursuit of “coolness” is inherently paradoxical. Attempting to manufacture it often backfires, as demonstrated by a recent PR stunt involving an energy drink and dancers. Manischewitz seems to be aware of this, acknowledging the difficulty of intentionally constructing a desirable image.
Yet, the art show arguably succeeded precisely because it didn’t take itself too seriously. It embraced the absurdity of a historic brand engaging in contemporary marketing tactics. It was both irreverent and genuine, rooted in Jewish tradition while simultaneously acknowledging the current cultural landscape.
The Future of Jewish Branding
Manischewitz’s gamble suggests a larger shift in how Jewish brands are approaching marketing. The key appears to be acknowledging the inherent “coolness” of Jewish culture itself, rather than trying to impose it from the outside. This means celebrating tradition while remaining open to innovation, and appealing to both long-time customers (“our bubbes,” as Sabag place it) and new audiences.
Pro Tip:
Brands looking to emulate Manischewitz’s approach should focus on creating experiences that perceive authentic and rooted in their core values. Avoid superficial attempts to chase trends, and instead, embrace the unique aspects of their identity.
FAQ
Q: Is Manischewitz trying to appeal to non-Jewish consumers?
A: Yes, Manischewitz has stated its goal of attracting a broader audience beyond the Jewish community.
Q: What is “aura farming”?
A: It’s a Gen Z term for building a desirable online presence through carefully curated experiences and aesthetics.
Q: Is it possible to develop a traditional brand “cool”?
A: It’s challenging, but possible. Authenticity and a willingness to embrace both tradition and innovation are key.
Q: What was the purpose of the SOUP art show?
A: The art show was part of Manischewitz’s rebrand, aiming to connect with younger audiences and celebrate Jewish culture.
What are your thoughts on Manischewitz’s new direction? Share your comments below!
