Problem | OPPORTUNITY
Iconic American company faced competitive threats, a loss of equity through differentiation, and needed a way to reduce the cost of packaging.
Rediscovered ownable equities, rekindled the brand love and significantly reduced the number of SKU’s.
Renewed consumer product recognition and saved over $10 million a year in packaging costs.
Brand Strategy, Consumer Insights & Trends, Product Design, Packaging Design, Engineering
The Kraft Heinz Company is the third-largest food and beverage company in North America and the fifth-largest in the world. First introduced in 1869, Heinz is the world’s most beloved ketchup, with over a half a billion bottles sold annually. The iconic octagonal-shaped bottle was introduced in 1890. As competition increased over the ensuing decades, Heinz responded by constantly trying to differentiate themselves, adding to their product line and essentially diluting, and, in some cases, abandoning some of the more iconic aspects of the original packaging.
When Ziba was engaged, ostensibly to help Heinz reduce packaging materials and costs, our field research revealed these critical issues. There were simply too many different bottles and too many different caps, all of which were too easily copied by their competitors.
The solution to Heinz’s competitive threats, as well as their cost reduction issues, all came down to one simple concept: love. We needed to get to the bottom of what had made Heinz so beloved by so many devotees in the first place. So, we ate with them -- in homes and in restaurants all across the country. We ate and listened and learned. The insights gained by that field work informed every design decision we made.
The solution to Heinz’s competitive threats, as well as their cost reduction issues, all came down to one simple concept: love.
We simplified the product line and brought back those equities that only Heinz could own: its thickness, its richness, the scalloped sides of the original bottle, its tapered neck, the raised number “57” and keystone-shaped label (which was inspired by the brand’s home state: Pennsylvania, the “keystone state”). Leaning into these neglected factors would help us re-stoke the fires of love among the Heinz faithful.
The result was a whole new line-up of plastic bottles that were (and are) uniquely and unmistakably Heinz. These bottles not only celebrated and evoked Heinz’s brand promise and heritage for loyalists, they were inimitable, compromising all other competitors. And it may be worth mentioning that Ziba’s redesign saved Heinz well over $10 million a year in packaging costs.