Ketch-Up and Down

I’m a big fan of brand Heinz … over and over again I feel like the brand does simple little things to drive engagement with their consumers, to show that they are paying attention to needs, and to act like a leader in their category. Over and over again.

We were at the Global Sabre Awards last week and I was reminded of this Heinz work coming out of Dubai where the brand addresses the age-old problem of getting the ketchup out of the bottle. The brand reinvented the packaging to have two openings on the top and bottom, calling it “Ketch-Up and Down” so that no matter how you store it, the product more easily comes out.

The was particularly helpful because in Dubai many don’t speak English so they don’t necessarily store the regular package the correct way with the lid on the bottom so that the product flows properly, well now with a lid on both sides it doesn’t matter.

Total leadership mode! Impressive, up and down.

Another great move, Heinz. What’s your experience? JIM