Responses by Mike Dubrick, partner/creative director, Rethink
Background: People have debated the best way to get Heinz ketchup out of the bottle for 150 years. The internet is flooded with people trying to find the perfect way to pour it. We had the ability to be part of that conversation by literally putting the solution on the bottle. The campaign was amplified through social, but the target was much broader than that.
Reasoning: We love the idea of using the packaging itself to tell this story and provide the solution.
Favorite details: Heinz is one of the most iconic brands on the planet. The ability to change what is basically the Coke bottle of condiments is something that excited us.
Visual influences: The Heinz label and bottle are instantly recognizable. Being able to use those powerful brand assets to actually tell a story and provide a solution to an age-old question was thrilling for us.
Anything new: Finding that perfect spot is no easy task.