There’s been a huge internet buzz the past week about the new Heinz ketchup packet, their first new ketchup packet design in 0ver 40 years. And the one thing I want to know is why I’m not seeing any negative reviews about it? I hate to be negative about a local product (and I’ll probably take some flak for this), but I just don’t get it. I mean, 42 years and all they come up with is an over-sized bbq sauce packet with a new label graphic? They also say it costs more than buying the regulars packets too. Um…recession anyone? And if you watch the video above…she seems to have trouble even opening the thing. Ergonomics anyone? And all I can see are these things being littered all over the front sidewalks of fast food restaurants and roadsides as they are tossed from cars after they’ve been consumed. Are they recyclable? And the fact that they are actually advertising “dipping and driving” as part of the PR…seriously? In the words of one of my favorite SNL skits…”Who are the ad wizards that came up with this one”?
As I’m writing this I am coincidentally also listening to the 2010 TED prize winner, chef and health activist Jamie Oliver, give his speech live on the internet. His topic/cause is obesity and how it’s a preventable disease that’s killing Americans and lowering our children’s life expectancy. Diet, portion control and education are some of the main factors in the issue. It’s ironic that this new ketchup packet flies in the face of all 3 of those points, not to mention the environmental impact of yet another plastic container. Do kids (and adults) really need a ketchup packet with 3 times the ketchup (and high fructose corn syrup) and 3 times the plastic? Doesn’t this design only encourage excess consumption and environmental waste in children? Instead of using one packet of ketchup on a burger, now you can squirt on 3? (See picture below) Don’t get me wrong…I do love me some Heinz ketchup (and won’t use any other brand). But to be truly innovative, Heinz needs to steer the market instead of letting the market steer them. (See Apple)
(photos via Core77)