From November through January, approximately 10 million labels will sport quips like, "Are your french fries lonely?" and "More fun to squeeze than toothpaste" on 24- and 36-oz polyethylene terephthalate bottles.
"We really need to significantly increase our leadership in the [ketchup] category," says Brendan Foley, brand manager at Heinz U.S.A., Pittsburgh, PA. He believes the labels give the ketchup a more contemporary, edgy attitude that will appeal to moms in the supermarket, and ultimately to teens. "Even though we're using teens as a conduit for reinvigorating [the ketchup's] personality, moms are a part of the target audience as well," he says.
