Invisible Power – The beauty in Heinz’s Invisible bottle Campaign


It’s no doubt in my mind that advertisers are the root to all evil.

The snake in the garden of Eden was the world’s first marketing executive and Eve was its very first customer. This notion of snakes tempting women still goes on to this day, but I won’t digress

However, as I’ve mentioned before, adverts are indeed a legitimate artform in their own right and I really do enjoy watching how 30 second pieces change people’s lives.

Over the years though, there has been increasingly less emphasis on the need to sell or showcase the unique selling point of the product. Most adverts instead would rather leave you in (or with) a specific emotion and simply use repetitive conditioning to help burn their brand/product/service into the back of your mind.

They understand that an irritating advert may not necessarily mean you are going to bypass a service but you are more likely to remember something that pisses you off so they often decide to go with purely annoying when they’ve got nothing else in the tank

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To be fair, I quite like this ad but it gets alot of hate, it’s the gocompare ones that get my goat

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Go-compare-tenor

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However Heinz ‘nearly’ pulled off the ultimate advert and I wish the powers that be, would have been brave enough to go with what I believe was the original premise behind it. I’ll go on to explain

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You see in the Heinz 2010-2011 UK advert campaign, it didn’t show anything special, just a number of familiar dining scenarios where people have picked up a bottle of ketchup and are about to put it on their food.

Everyone knows ketchup bottles come in various glass bottle and squidgy bottle sizes, flick lids, screw lids, all sorts. They also know sometimes you need to coax the ketchup out, so you squeeze them, smack the bottom of them, use a knife to get it out, give it a good shake, it’s universal.

They also have those safety lips you sometimes have to remove or jame a fork into to get the bottle flowing.

The genius of the advert is, It doesn’t show you anything special. It actually goes out of its way to not show you anything special. Lost me?

Well, you see, the ketchup bottle is actually invisible.

So throughout the advert, They don’t actually tell you what the brand is or what they are doing.

It’s like a very very very clever game of charades

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heinz

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The thing here is the simple interaction of the actors with this invisible bottle conjures up a globally ingrained  experience with this product. You just KNOW what they are selling Heinz Ketchup.

The way it plays out doesn’t patronise the viewer and you actually feel like a detective once you have come to the conclusion of what the product is. The final tagline is…’It has to be’…and then finally shows the bottled branded product.

BRILLIANT.

Most great adverts are accompanied with a great track and this advert is no different. They use a small piece out of the Tease’s ‘I know you know me.’ The song choice is nothing short of perfect with its simple friendly jingle and catchy chorus and implies that the marketing execs know, you’ve got the right brand.

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It’s a very risky thing considering how many bottled products and sauces they have but it could only really be a Heinz advert and that is a very brave advertising move to make. Only if you are sure you are a market leader can you pull something like that off.

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you see, bar the final reveal of the product, Heinz show here something very rare in advertising, Power.

Normally it’s the lil runts who advertise in order to fight for scraps of market share. Those with true power stay in teh background, but Heinz managed to do just both here. To have people be able to universally identify with your product via actor doing charades and not having to mention it, show it or campaign for its benefit is simply a definition of how powerful they are as a business. Their place in the market is universal and their product has etched itself into the cornerstone of our mind. The advert was simply them popping out to scare the lif out of its competitors that they are still a force not to be fucked with.

Whatever I have to say about advertising, seeing a well established company’s blink, outshine smaller company’s loud barking is always a treat. Don’t get me wrong, they are still very powerful and no doubt a direct descendant of that snake, but they do it with a sense of class….and you somewhat have to respect them for that.

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Power

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B the by,

Bfore I get eaten up by the powers that be,

Sweet chilli sauce is the shit and unbranded ketchup is the way forward,

woop woop

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