There’s really no way to squeeze wrong anymore.
Dubai, United Arab Emirates, April 3, 2023: Heinz Arabia has launched a new bottle after over two decades. The Heinz Ketch-Up & Down is the world’s first double lid bottle that’s been specially engineered to solve an age-old problem for ketchup fans across the globe. The revolutionary bottle has two lids that allow for easy squeezing no matter which way the it is stored.
Why the need for such ingenuity? Let’s find out.
Since the beginning of time, humanity has struggled to get every last drop of ketchup from their Heinz bottles. In 2002, the global condiment brand made history with the introduction of the world’s first upside-down bottle. Everything was going well, until ketchup fans began storing the iconic upside-down bottle, upright. They just didn’t get it.
It was soon evident that Heinz needed a solution that was truly foolproof.
This year, Heinz Arabia took it upon themselves to resolve this pressing matter with the help of their creative agency, FP7 McCann, Dubai. And so, the Heinz Ketch-Up & Down was born. Designed with the original bottle we all love, but with one lid placed on the top, and another on the bottom. This innovation is bound to change the lives of ketchup lovers forever.
Passant El Ghannam, Head of Marketing at Kraft Heinz MEA, commented: “At Heinz, we are consumer obsessed and we rely on insights like this one to fuel innovation and bring consumers more of what they want. So, building on the success of our upside-down bottle, we saw an opportunity to solve the problem that was still present. If scaled up, it could be game changer for ketchup lovers. The Heinz Ketch-Up & Down bottle gives fans more of what they love – the great taste of Heinz!”
As silly as it may look and sound, the Heinz Ketch-Up & Down has been compared to the invention of the wheel – where every side really is the right side. While the foolproof design raises questions about human behavior.
Federico Fanti, Chief Creative Officer at FP7 McCann, says of the idea: “This product is the ultimate proof that human mind is incredibly complex. Despite being given an obviously right way, people continued to store Heinz in the wrong way. In fact, only 40% of customers actually stored the upside-down bottle, upside down. Such silliness needed an equally silly solution. So, we thought, since one wasn’t enough, let’s give people two and put an end to the struggle. Just goes to show that great ideas can be as simple as this – as long as they solve a problem effectively.
But Heinz Arabia couldn’t keep this marvel to themselves. They want the people to be a part of ketchup history too by giving away the Heinz Ketch-Up & Down to a select number of lucky fans.
If you want to be one of them, stay on the lookout for Heinz Ketch-Up & Down content across the @HeinzArabia social pages. The mechanics are simple: follow Heinz Arabia, stay on the lookout for the influencer content that features the bottle, and leave a comment stating why you should be an honorary recipient of the Heinz Ketch-Up & Down.
