Heinz is running it's second talking label "Say Something Ketchuppy" contest. As the promotional material reads:
Sometimes our label gets tired of saying "Tomato Ketchup" all of the time. We received a huge response from our first talking label contest, and now our ketchup is begging for more of your ideas. So make a joke about french fries or have some fun at the expense of mustard.
I needed to grab a new bottle of ketchup for my 4th of July dogs and took a moment to stop and read the condiments. I laughed out loud - at ketchup.
Heinz turned a chore of low excitement into something fun. I found myself moving bottles around on the shelf to find the label that I liked best.
I chose: WILL WORK FOR FOOD
Other labels include:
MEATLOAF ENHANCER
HIDES GRILL MARKS
You can find more talking labels on their website and contest rules are posted if you wish to enter.
Heinz has done a great job of making the common, uncommon. Yes, it's a teeny bit more expensive but, as they hoped, they make the picnic table a little more fun.
Also, check out the Jones Soda Company. They make common soda uncommon with exotic flavors and labels that feature images submitted by customers.
Happy 4th of July.
My favorite "ketchy" talking label from the website ...
MEAT DIP
Posted by: johnmoore (from Brand Autopsy) | July 06, 2004 at 10:30 PM
Those Heinz labels are one of my all-time favorite marketing campagins! I'm glad to see them back.
Posted by: Darrin Dickey | July 08, 2004 at 06:23 PM
Jones Soda continually grabs my attention. They always use creative photography and no two bottles are alike. Also, their names are pretty creative too....my favorite being their peach-flavored creation, Depeach Mode.
Posted by: Craig Chesterg | July 11, 2004 at 04:54 PM
Ketchup is not a condiment. It's a sauce.
Posted by: Ben McConnell | July 13, 2004 at 02:25 PM
Ben you may be right -- ketchup is probably a sauce and not a condiment. However, Stop and Sop the Sauce just isn't as ketchy as Stop and Read the Condiments.
Since Brand Autopsy is a family-friendly and marketing values orientated blog, Stop and Sop the Sauce may not have passed the mustard of inspection by our Standards and Decency department.
(Yes, Brand Autopsy has a Standards and Decency department ... thanks to Paul's Mom and my Mom.)
Posted by: johnmoore (from Brand Autopsy) | July 13, 2004 at 06:59 PM