Heinz Ketchup is Featuring Waldo on Limited-Edition Packaging
Laura McQuarrie — September 9, 2016 — Lifestyle
References: prtimes.jp & en.rocketnews24
In Japan, Heinz is now releasing a limited-edition packaging for its tomato ketchup condiment that stars the beloved character Waldo.
Although Waldo of the 'Where's Waldo?' children's books is a character who has been around for a while, he remains incredibly popular around the world, including Japan. In this region, he is a popular cosplay character and there are themed running events like the Wally Run that have participants dress up and hit the pavement in outfits of red and white stripes.
True to the hard-to-find nature of Waldo, the special condiment bottles can only be found through Plaza and Minipla in Japan. There are dozens of collectible bottles for consumers to get their hands on, including ones that feature a few of Waldo's friends, such as Wendy, Woof and the magical Wizard Whitebeard.
Although Waldo of the 'Where's Waldo?' children's books is a character who has been around for a while, he remains incredibly popular around the world, including Japan. In this region, he is a popular cosplay character and there are themed running events like the Wally Run that have participants dress up and hit the pavement in outfits of red and white stripes.
True to the hard-to-find nature of Waldo, the special condiment bottles can only be found through Plaza and Minipla in Japan. There are dozens of collectible bottles for consumers to get their hands on, including ones that feature a few of Waldo's friends, such as Wendy, Woof and the magical Wizard Whitebeard.
Trend Themes
1. Book Character-inspired Packaging - Brands can create limited-edition packaging inspired by popular book characters to appeal to a wider audience and generate buzz.
2. Cosplay-related Products - Developing products with characters popular in cosplay culture provides an opportunity for niche marketing and increases consumer engagement.
3. 'where's Waldo?'-themed Events - Brands can sponsor or create events centered around popular book franchises, like the 'Where's Waldo?' themed running event to reach new audiences and build brand loyalty.
Industry Implications
1. Food and Beverage Industry - Brands can collaborate with popular books and characters to develop limited-edition packaging and flavors to appeal to younger generations and generate buzz.
2. Cosplay Industry - Developing products with characters popular in cosplay culture provides a new market opportunity for clothing, accessories, and props manufacturers.
3. Event Planning Industry - Collaborating with brands to create events centered around popular book franchises, like the 'Where's Waldo?' themed running event, offers a new market for event planners and marketers.
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