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History Assignment

Minkyul Chai

on 25 March 2013

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Transcript of Heinz

Before H.J. Heinz Company, a "Brand" in the contemporary sense didn't exist
Before 1870's the manufacturers were unknown to the consumers
H. J. Heinz realized he had to distinguish his products from those of all the other makers
Then consumers would be able to identify a product's origin, function and quality. He designed eye-catching labels and developed distinctive trademarks (first, Anchor Brand, then Keystone Pickle then 57 Varieties) to create what we call “brand recognition” today. Heinz broke from the traditional of packaging goods in coloured glass, and used clear glass.
In this way, the product's quality and purity was evident to the consumer. The famous "57 varieties" is an iconic part of the Heinz brand.
Idea from "21 styles of shoes" ad when he was riding the train.
Although Heinz was producing over 60 different product, he thought the number 7 had psychological significance.
"57" had more weight than "58" or "59" Heinz launched "Heinz Baked Beans" in 1901.
The focus is on conveying information to the consumer in a polite, measured, rational way. Another Ad, addressed to grocers, very matter-of-fact with little emotional appeal. This gradually changes over the decades, with more visceral appeal, less text, bigger images. In 1967, the memorable slogan "Beanz Meanz Heinz" advertised.
Difficult for other companies to imitate, it was slogan that inexorably linked beans and Heinz for a long time to come. In 70's and 80's Heinz turned the slow pour of the ketchup bottle in to a selling point with ads that played Carly Simon's "Anticipation" and others with the slogan "the best things come to those who wait." In 2000, Heinz releases lifestyle products including a low salt, low sugar and organic range
In 2009, Heinz ditches the iconic pickle on the ketchup bottles, replacing it with a tomato. In 2008, Heinz Baked Beans was changed to Heinz Beanz Emphasis on quality and purity of origin is still integral to the Heinz brand. Heinz hasn't changed the "Heinz" or keystone-shaped label, but it has adapted the rest of its packaging for a contemporary market, especially a slightly more gourmet target market. The image of the fresh fruit and veg are printed all over the carton, unlike early packaging which respected borders. 1870 - 1900 1901 - 1950 1960 - 1990 2000 - NOW
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