DAAKEPov

Heinz Ketchup recently introduced ketchup lovers to a new way to enjoy their product. Their latest innovation is packaging that allows the choice of dipping or squeezing. While their press release claims this to be a monumental achievement, I do feel this is a great example of reintroducing a product that itself (the ketchup) hasn’t changed much since 1876. In order to keep advancing the brand’s image, these innovations can be very effective in staying in the minds of the consumer.

In a classic episode of Seinfeld, George Costanza impresses a woman with a bit about how toilet paper hadn’t changed in hundreds of years and probably never would. While that may seem true on the surface, Jerry’s response was that toilet paper was constantly advancing — it’s gotten softer, whiter, fluffier, bigger rolls, decorative patterns, etc. Even toilet paper makers are constantly analyzing their product and making innovations that appeal to the public. Look at all the additions that have been made to the toothbrush. I’ve never had a toothbrush slip out of my hand, but they keep adding more grips and angles.

Every company in the marketplace needs to take the time to examine how they have made innovations that speak to their audience. Whether the actual product or service has changed, the way it is packaged can always evolve. Logos, websites and entire brands need updates and innovations. The reason a brand was successful when it was introduced may be the very reason it’s no longer having an impact. Brands start out fresh with something new to say. But as time goes on, there might be more to say or a new, more effective way to say it. If a brand is neglected and no advances are made, there may be some ketching up to do.