Heinz’s recently launched brand platform, “It has to be Heinz” brand platform is rooted in consumers’ love for the brand. Now, the company is giving those die-hard fans a chance to make their love permanent by making a label that can double as a tattoo stencil.
The 100, limited-edition bottles will be available through random selection based on registrations on the brand’s special website. Each bottle features a backward-printed, peelable label so that tattoo artists can perfectly match the brand’s iconic keystone imagery.
A promotional video for the label depicts various tattoos that approximate the label and bottle, but are just a bit off. While appreciating the dedication, the spot asserts, “When it has to be Heinz, it has to be just right” before showing how the label can be removed and used as a tattoo stencil ready for inking. “Yes, commitment can be scary, but Heinz love can never fade away,” concludes the spot.
“For decades we’ve seen fans go to extremes to celebrate our beloved brand,” said Jacqueline Chao, senior brand manager for Heinz, in a statement. “The Heinz Tattoo Bottle is the ultimate way fans can celebrate that irrational love, featuring an official Heinz tattoo stencil designed in honor of those die-hard fans. Heinz lovers, we see you, and we’re here for you, forever.”
The campaign will be supported through paid social on Instagram and YouTube and in out-of-home placements in New York City and Chicago. The paid media will use data-driven targeting to reach a younger demographic.
