The best solutions are often the simplest ones, and after 150 years, Heinz has finally found an easy way to answer the question “How do I get this dang ketchup to pour?!” And despite all the talk of American innovation, this idea is actually courtesy of Canada.
When it comes to pouring, angle is one of the keys, so Heinz Canada teamed up with the creative agency Rethink Canada for a test run of bottles with, what at first glance, look like weirdly angled labels. However, when you turn the bottle to read the label horizontally, the resulting angle is exactly the one you want for ketchup pouring. You can watch the results in the video below:
“This year, we have focused our marketing on reinforcing the emotional connection fans have with the brand in clever and ownable ways,” Brian Neumann, senior brand manager at Kraft Heinz Canada, said according to AdAge. “We’re always thinking of fun, cheeky ways we can highlight the iconic and timeless nature of the product to give our consumers a smile.”
But there’s a catch.