The Perfect Pour
Image Source: TheDrum.com
The late great Anthony Bourdain once said that “Good food is very often, most often, simple food.” The same notion can be applied to marketing. Often the best ideas are the ones so simple that you wonder why no one has ever thought of them before. Recently, Heinz Canada achieved marketing simplicity genius status by introducing the “Pour-Perfect” bottle – a standard Heinz ketchup bottle with a tilted label, designed to answer the age-old question: what’s the most effective way to get ketchup out of the bottle?!
We’ve all been there. Some tap the “57” on the neck of the bottle. Others pound the bottom of the bottle impatiently. Many swear by holding the bottle at a 45-degree angle; or at a 35-degree angle. Some inexplicably use a knife to try to coax the ketchup out. (If you are one of those people, I’m sorry, we can’t be friends). The options are endless.
But with the “Pour-Perfect” bottle, Heinz Canada put all of this lore to rest with a repositioned label that appears upright when one pours at exactly the right angle for optimal ketchup extraction. Brilliant! While the brand has also been known for some high-profile celebrity partnerships (looking at you, Ed Sheeran), this was a perfect case study in taking a basic and universal way that consumers are already engaging with the brand and matching it with a fun, unexpected, and relatively low-key stunt that provides consumers something of value in the form of precious ketchup-pouring education. Best of all, the “limited edition” label was revealed in just one test market – Toronto – but made international headlines thanks to a short and sweet video recapping the whole effort, seeded with all the right editorial media targets (ah, the wonders of PR).
Ultimately, Heinz created a perfect reminder that memorable marketing ideas need not be over-the-top…they just require thinking outside the bottle.
Posted by Karen