What a dip!

23 Apr

When the names of authors began to appear larger on books than the titles, I felt something somewhere had gone wrong. I had that same feeling recently when I saw a supermarket product with a label that was a marketing tool for another product.

The product on the shelf – a bottle of Heinz ketchup — was easy to identify without its own label. It was on an end shelf at an Asian supermarket. The label was a mini billboard for new “Dip and Squeeze” packets of ketchup. With the traditional packets, the only option was to open and squeeze out the ketchup. The new packets allow a second option. They have a peel-off opening that makes for easy dipping … for French fries, I guess.

It just seemed odd. When I went to my regular supermarket there was only regular ketchup with regular labels. Were Asians being targeted, and why?

Could this represent a new approach to selling? Will all common products – corn flakes, perhaps – now be used as tools to sell newly launched items?

Maybe a marketer out there or Heinz can tell me.

In the very odd circumstance that you should want to see the Dip and Squeeze in use, here is a Heinz video. I don’t recommend it.

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