“We wanted to bring back the glass bottle with a limited edition design that gives a nod to the product’s 135-year history,” Noel Geoffroy, Vice President of Heinz Brands said. Geoffroy also stated that the brand wanted “to inspire memories of and relive good times from summers past.”
Heinz is not the only major brand to pay tribute to their impressive history by changing their product packaging. Coca-Cola has also been known to put their infamous glass bottle back on store shelves. The patented contour design of the bottle debuted in 1916 and is easily one of most recognized symbols associated with a brand.
The decision for Heinz to offer the old product packaging for a limited time is a great marketing idea. It not only sheds light on the strong history of the brand, but also connects with consumers on a more emotional level.
Do we all want to go back to trying to get that stubborn ketchup out of the glass bottle? Probably not. But maybe just for a summer, we can relive our childhood at a summer BBQ and share with someone the age-old secret of hitting the 57 to make the ketchup come out of the bottle faster.