Heinz’s Ketchup Bottle, Now With Two Lids
Have you ever struggled to get ketchup out of a container? If so, Heinz Arabia and FP7 McCann have just the thing for you - a bottle with openings on BOTH sides. Yes, that’s right. Both sides. The bottle with two lids was created the the age-old problem of ketchup fans and created a conversation around the product.
In 2002, Heinz made history with the introduction of the world’s first upside-down designed container to help ketchup fans with getting every bit out of the bottle. Everything was seemingly going well until ketchup fans began storing the iconic upside-down bottle, upright. With confusion, frustration and hangry ketchup lovers having to wait for the sauce to slowly shimmy down the bottle, Heinz Arabia decided to do something about it for 2023. With the new bottle design able to be stored either way, this was a foolproof plan to get ketchup eaters on the same page.
Speaking to LBB’s Nisna Mahtani about the spot is the FP7 McCann Dubai team, who worked with the brand to create this jokey campaign and engage fans far and wide.
LBB> Tell us a little bit about Heinz fans and getting ketchup out of the bottle. What were some of the frustrations that became the starting point for this particular campaign?
FP7 McCann> Heinz has always been known for its slow-pouring ketchup. However, we also discovered some interesting statistics about our consumers' behaviour. Despite our efforts, 40% of people still store our upside-down bottles the wrong way. Additionally, 83% of consumers struggle to get the last drop.
To address these issues, we decided to educate our consumers with an April Fools joke that turned out not to be foolish at all.
LBB> How did Heinz want to approach a bottle redesign and when did discussions of creating a new one begin?
FP7 McCann> We first introduced the idea to Heinz, and they immediately saw its potential. It had just the Heinz tone of voice. In the meeting when we first showed it, we didn’t really have to explain much, everyone shared the same feeling about the innovation.
The only questions left to tackle were logistics and details.
LBB> What was the starting point of creating the new double-lidded design? Can you tell us about some of the prototypes, etc.?
FP7 McCann> Absolutely everyone who has ever used ketchup from a bottle has struggled to get the last drop out. We can all relate to the frustration of discovering that someone has left the bottle upside down, and then having to flip it over and shake it. This is a universal experience that many people can relate to. We began joking about the problem and a solution suddenly came out. The more we thought about it, the more we realised that it was actually a genius idea. We were so excited about it that we couldn't wait to try it out. After that, it just kept on proving what a great idea it was.
LBB> When did you know this design and shape were perfect for what you were trying to achieve?
FP7 McCann> As creatives, we often propose product solutions that don't align with the brand strategy, business problem, or target audience when presented to clients. However, this marvel ticked all the boxes. When you present a product innovation for an everyday item that the client hadn't considered before, you know you've hit the jackpot.
LBB> The label design is fantastic and works no matter which way you look at the bottle. Can you tell us about the process of designing it?
FP7 McCann> The caps were just the beginning! Design innovation is everywhere! When developing the idea, the question quickly arose: What else can we change on the bottle now that we're adding an extra lid? If you observe closely, it's not just the label that works both ways. We're revealing a part of Heinz that the world has never seen before: the tomato in the middle of the label is viewed from above. 🤯
LBB> What was the trickiest aspect of the design and campaign to create?
FP7 McCann> It’s just adding an extra cap! Piece of cake! We were wrong. But it turned out to be more complicated than anticipated. Design, labelling, restrictions, production line, sustainability, quality standards, and tests, were just some of the aspects we had to solve. It’s safe to say that everyone on the team became a bit of an expert in production lines.
For the campaign, we wanted the bottle to be part of a movement or revolution, not just a simple product. Our main challenge was how to convey the greatness of this invention and translate it to other aspects of the consumer experience.
LBB> Fans can win a limited-edition version of this design, are there any plans to produce it on a larger scale?
FP7 McCann> This is classified information, and our bosses had us sign an NDA with clauses we've only seen in movies and medical trials. Jk. What we can say is that we were delighted to see all the positive responses. It actually got us thinking… what if this prototype actually could be the future of ketchup?
LBB> How did you decide for the name of the campaign to be ‘Ketch-Up & Down’?
FP7 McCann> We had considered quite a lot of other names, but the moment we saw the words ‘Ketch-Up & Down’, there was no other way to go – no pun intended.
LBB> Talk us through the campaign video, how long it took to create and what you were keen to include in the spot.
FP7 McCann> The campaign video took weeks to develop and months to perfect. While the overall narrative was set, the added details made it the masterpiece it is today. Our goal was to prioritise fun and stay true to the consumer insight.
This is a wacky idea, so we needed an equally wacky video.
LBB> What’s next for Heinz Arabia ketchup innovation?
FP7 McCann> You can only expect more of the same, entertaining ideas that Heinz is known for.
