From the editor

Why now? Ask Facebook fans

February 10, 2010
/ Print / Reprints /
ShareMore
/ Text Size+


Heinz has long known that its ketchup packets have been mess-inducing and difficult to open for consumers. An executive talking this week to the Associated Press about the brand’s new take on the ketchup packet, the Dip & Squeeze tub, said as much: "We created the packet in 1968," he said. "Consumer complaints started around 1969."  

So, why launch the solution now? Nearly half a century after the complaints came rolling in? It’s not clear whether the hundreds of "anti ketchup packet" groups on Facebook were the "consumer demand" Heinz credits for prompting the new packaging. It's possible that 41 years of complaints simply took their toll. Or that the brand's string of packaging hits in recent years (the inverted ketchup bottle, the fridge fit bottle) earned packaging enough respect to greenlight a solution to the packet problem.

But, to me, it's pretty telling that Heinz launched its own Facebook page in conjunction with the new format announcement. I wonder if the Dip & Squeeze ketchup tub will win over the "anti-packet" Facebook brigade, which, with insightful rants like "ketchup deserves a cup," could conceivably be credited with co-creation.

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

11/18/14 2:00 pm EST

Perfecting Package Design with Digital Solutions

Brands know that good package design plays a significant role in the commercial success of a product. After all, customer will experience the packaging before they experience the product within. Have you explored all the possibilities when designing a new package, or do time restraints and other limitations get in the way from delivering perfection? Advances in digital printing and finishing technologies now allow brands to explore even wider ranges of design possibilities within their ever shrinking timelines.

Brand Packaging Magazine

brand packaging september 2014

September 2014

 The September 2014 issue features the latest on Standing out from the Crowd.  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe

THE BRAND PACKAGING STORE

BP_DG_2013Cover.gif
Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products

STAY CONNECTED

facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

SDG