Can ingredient brands work across categories?
We are used to xylitol as an ingredient brand, the “Intel inside” of the chewing gums and toothpastes. Now we are exposed to it as a main brand for a ketchup.
First of all it feels a bit unbranded, a bit unfinished. Where is the emotion? What does Xylitol know about creating a table sauce with “luscious tomato tang”? Secondly, what is the primary motivation? There is the desire to avoid sugars to be kind to the waistline and the teeth (and for other health issues of course). But ketchup is all about adding and enhancing flavor (or disguising bad ones).
Do I need to get better teeth from my ketchup as well? I made a pledge in the beginning of the summer to look out for 2-in-1 hits (see my earlier blog post).
This one is not a hit for me personally. On the other hand, Heinz “Xylitol inside” would sound more appealing. Please call each other.
I am always searching for the truth (I do realize there isn’t just one) and perhaps I am a bit too analytical – and critical. But what do we think about the design?
The glass bottle clearly shows a red, saucy content. “Could it be a tomato based sauce?” A big tomato on the front label. “Yep, it is a tomato sauce.” Could it be ketchup? ‘Ketchup’ written in big letters. “It is definitely a ketchup!” Just a ketchup? Where is the visual references to the sauce’s spiciness and luscious tang? (Now only in small text). And how about those shiny teeth?
Next time: mustard that gives you shiny hair.
In: Food and Drink · Tags: Brand stretch, Ingredient brands, Ketchup, Packaging design, Xylitol