Heinz repositioned its ketchup labels to show you how to properly pour from its glass bottle

Limited-edition sticker change happened in Canada

Published On
Sep 04, 2019

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Getting Heinz ketchup to flow out of its glass bottle can be quite a burden if you aren't aware of some of the classic hacks associated with the problem, like striking the number 57 that's embossed on the vessel. Another pro-tip? It also helps if you hold the bottle in the correct position. Heinz Canada is building on the latter with a clever packaging idea: it's positioning the label to be upright only at the exact angle for optimum pouring. 

The project, by Rethink Canada, applied to a limited edition run in a Toronto test market. 

“This year, we have focused our marketing on reinforcing the emotional connection fans have with the brand in clever and ownable ways,” says Brian Neumann, senior brand manager at Kraft Heinz Canada. “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.”