Small Change in Heinz Ketshup Package Make a Big Difference

Posted on January 22, 2009 | Permalink

By Lane Casteix

The Heinz company recently changed their ketchup package, which has not enjoyed a significant design change since the 1940's. Now that is what I call "Continuity" with a cap "C"!

The changes they made were small (mainly a tomato replaced the pickle), maintaining that "Continuity", but significant in the way it enhances their brand message. According to Heinz's consumer research, the new label confirms the "wholesomeness of Heinz tomato ketchup" for 68% of consumers.

Not only that, but I like it! A lot! The solution is very elegant, simple in concept, and well executed. I love the way the tomato vine becomes part of the border. OK, so that may be an artsy thing that doesn't thrill you, but it is the kind of small touch that takes a design from ordinary to extraordinary and makes it stand out as a design. And I do believe even the non-designer type consumers can differentiate between good design and average or bad design. They may not be able to articulate what they see, but they do recognize "some kind of difference" and that is almost always positive.

Should You Run an Ad During the Super Bowl or Not?

Posted on January 26, 2009 | Permalink

By Lane Casteix

Are you sitting out there paralyzed by indecision on whether to drop that $3,000,000.00 on a Super Bowl spot or not? (There is still time as of today.) Yes, I know you have heard they aren't really effective and no one remembers your name a year (and $3,000,000.00) later, at least according to this article.

But then we have a rebuttal to that argument, which has case studies of how advertising during the big game increased sales.

Anheuser-Busch claims advertising during the Super Bowl game has created a whole new "beer occasion" other than the summer for them. Hyundai claims their ads drove 300,000 visitors to their web site during the game, for 25,000 good sales leads. Go-Daddy claims their advertising during the game has driven their share of market from 16% to 32%.

Those are hard numbers to argue with. It would seem that a $3,000,000.00 Super Bowl ad can be a good buy. So, what are you waiting for?

Sobe Life Water Super Bowl Ad

Posted on January 27, 2009 | Permalink

By Lane Casteix

You have to watch this a few times to catch everything going on in the background and foreground. And then you will have to catch it during the Super Bowl where it will be in 3D!

Find more videos like this on AdGabber