Heinz / Middle East / 2023Design & Packaging · Social
Ketch-Up & Down.
Heinz Arabia made a ketchup bottle with a lid at both ends, so it pours however you store it.
- Brand
- Heinz
- Agency
- FP7 McCann Dubai
- Market
- Middle East
- Region
- MENA
- Year
- 2023
The challenge
Heinz launched its upside-down bottle in 2002, but many people still stood it upright. FP7 McCann's Federico Fanti cited an insight that only 40% of customers stored it upside down.
The idea
FP7 McCann designed a double-lid bottle that squeezes either way up. Heinz Arabia gave it away to a limited number of fans, who followed @HeinzArabia, watched influencer content with the bottle and commented on why they deserved one.
Case study source: LBB Online Source ↗
Awards
- Cannes Lions 2023Industry Craft – B04 PACKAGING DESIGNBronze
Credits
- Creative agency
- FP7 McCann Dubai
- Chief Creative Officer, FP7 McCann Dubai
- Federico Fanti
- Head of Marketing, Kraft Heinz MEA
- Passant El Ghannam
