Kraft Heinzâ??s signature 57 Ketchup is far more than just a glass bottle filled with the famous red condiment. A veritable cult item in the United States, some consumers have even gone so far as to wear tattoos representing the bottleâeuros! Surfing on this trend, Kraft Heinz launched an It has to be Heinz (Heinz sinon rien) poster campaign at the end of 2023, featuring visuals of the more or less successful tattoos of these fans, with the phrase "If this isn't love, what is?". The campaign, deployed in New York and Chicago, is accompanied by an original marketing stunt.
The brand has created a very, very, very limited edition ketchup bottle: the Heinz Tattoo Bottle. So far so original, at least in the bottle. But on the bottle, there's a special label, a peel-off label to be precise, presented upside downâeuros!
It features a line drawing on the graphic codes of the emblematic ketchup label, printed in purple ink - the kind used by... tattoo artists. Applied to the skin with this stencil, the visual is transferred ready for tattooing, in keeping with the brand's graphic charter.
Pushing originality to the limit, the label around the neck is also printed upside down in purple ink.
The Tattoo Ketchup edition was limited to a hundred or so copies, allocated by lottery via a website created for the occasion.
After the slanted label in 2019, the creation of Heinz 57 by Pantone in 2020, the plantable label in 2021 and most recently the release of the red Heinz Tattoo Ink for tattoo artists, what does the ketchup bottle have in store for us in the coming yearâeuros?
