Beruflich Dokumente
Kultur Dokumente
Key insights
Summary
Heinz is one of the largest food companies in the world, with a portfolio
of powerful brands holding number-one and number-two market positions
in more than 50 countries. The company’s top-15 power brands account
for two-thirds of annual sales.
The Heinz Tomato Ketchup bottle is one of the most well-known mar-
keting symbols in the UK. Since the product’s launch in 1896, Heinz has
continually evolved the design and packaging of the sauce, with such
innovations as the move from glass to plastic bottles in 1987.
By 2001, the company realised that it was time to make another signifi-
cant shift. The subsequent design of the top-down (TD) format was based
on the simple but compelling insight that consumers turned their bottles
upside down to get the last drop. The first design of the top-down bottle
was launched in the UK in July 2003, and within weeks was exceeding all
expectations. More than seven million of the bottles were sold in the first
12 months: more than three times the base estimate of 2.2 million sales.
In early 2004, a second design came into play, making more of its iconic
“57” varieties via embossing. This move ensured the brand’s heritage and
long-term values were maintained throughout the transition.
14 M A R K E TI NG E XC E L LE N C E
Heinz Tomato Ketchup was first launched in the US in 1876, taking its place
alongside other Heinz products from the innovative Henry J. Heinz, purveyor
of fine foods. Thick and spicy, ketchup was presented as a convenience food:
“a blessed relief for mother and other women in the household.”
By 1882, Heinz patented the first glass ketchup bottle, one of the most
famous iconic symbols to be found across the globe. The brand was intro-
duced to the UK in 1896 and quickly became the nation’s favourite sauce.
By 2005, Heinz Tomato Ketchup commanded a 66.5% volume share of
the UK ketchup market and was recognised worldwide as the “defining
ketchup”.
In 1987, following extensive consumer research, the first plastic Heinz
Tomato Ketchup bottle was launched. The insight driving this innovation
was that consumers loved their Heinz Tomato Ketchup but didn’t want
to wait to get it out of the bottle. So the squeeze bottle was the perfect
solution.
• “It is difficult and takes time to get the last of the ketchup out of the
bottle.”
• June 2003
– 570g SKU launched
– £10.8m sales in the first 12 months
Figure 2.1
16 M A R K E TI NG E XC E L LE N C E
1,388,441
31.2%
Added to Repertoire
of
gains
Increased Market 1.4%
61,392
Purchasing of
gains
Figure 2.2
A top-down revolution
The launch was rolled out into 14 countries across Europe, with similar
results. After six months, it was clear the new top-down format was working
and it could be the future of Heinz Tomato Ketchup.
So, by 2004, it was time for the next stage of research to see what con-
sumers thought of more Heinz Tomato Ketchup being turned on its head. It
CU STOM E R IN S IGHT 17
- eyebrows
- facets
- 57
Figure 2.3
was also clear that if top-down was going to be the future of Heinz Tomato
Ketchup, then the bottle needed to reflect all the iconic values of the first
Heinz Tomato Ketchup bottle that was patented in 1882.
This led to the symbol of Heinz Tomato Ketchup taking another evolu-
tionary twist. The “eyebrows”, facets and “57” embossing were all made more
prominent than on the original top-down bottle, bringing it much closer in
line with the glass shape (Figure 2.3).
Clear-cut results
2 00 4
2003
New shape
2002
roll out
Top Down across range
2001
Turning
Eazy Squirt ketchup on
1999 kids’ brand Its head
Green Sauce launched
launched
1987 Brand Big hype
revamped 5% value
Iconic values share peak
1st plastic strengthened
bottles hit
shelves
Figure 2.4
Figure 2.5
In October 2004, two further sizes of the new top-down bottle were launched
in the UK, and the final two sizes were launched in March 2005 (Figure 2.5).
One glass Heinz Tomato Ketchup bottle was retained for the loyal glass
consumers.