This Heinz Marketing Stunt Rebrands Ketchup as 'Chicago Dog Sauce'
Mary Van Puymbroeck — July 19, 2017 — Marketing
This rebranded condiment commercial highlights a fun challenge to regional norms.
Chicago is a notoriously anti-ketchup city. Many hot dog puritans would scoff at the thought of putting the tomato and vinegar-based sauce on their dogs. To combat this, Heinz pulled a classic misdirecting stunt to trick Chicagoans into putting ketchup on their hot dogs. The condiment company rebranded the ketchup as 'Chicago Dog Sauce' and held a blind taste test to see if people liked the taste of the secret sauce.
As it turns out, many Chicagoans loved the taste of ketchup on their hot dog and were surprised to learn the truth of Heinz's rebranded condiment. Heinz is now selling bottles of 'Chicago Dog Sauce' online. This marketing stunt shows a classic way of altering consumer perception and proves it is possible to change the minds of stubborn consumers with a little redirection.
Chicago is a notoriously anti-ketchup city. Many hot dog puritans would scoff at the thought of putting the tomato and vinegar-based sauce on their dogs. To combat this, Heinz pulled a classic misdirecting stunt to trick Chicagoans into putting ketchup on their hot dogs. The condiment company rebranded the ketchup as 'Chicago Dog Sauce' and held a blind taste test to see if people liked the taste of the secret sauce.
As it turns out, many Chicagoans loved the taste of ketchup on their hot dog and were surprised to learn the truth of Heinz's rebranded condiment. Heinz is now selling bottles of 'Chicago Dog Sauce' online. This marketing stunt shows a classic way of altering consumer perception and proves it is possible to change the minds of stubborn consumers with a little redirection.
Trend Themes
1. Rebranded Condiments - The popularity of rebranding condiments presents an opportunity for companies to create a new image for their products and attract a different target audience.
2. Altering Consumer Perception - Companies can explore innovative ways to change consumer perception and challenge established norms by repositioning their products or creating unexpected experiences.
3. Creative Marketing Stunts - The success of Heinz's marketing stunt with 'Chicago Dog Sauce' highlights the potential for brands to engage consumers through unconventional and attention-grabbing campaigns.
Industry Implications
1. Food and Beverage - The food and beverage industry can benefit from rebranding condiments by offering unique flavors and packaging to cater to different tastes and preferences.
2. Consumer Goods - Consumer goods companies have the opportunity to challenge consumer perception through innovative marketing stunts and campaigns that resonate with target audiences.
3. Advertising and Marketing - The success of Heinz's rebranded condiment commercial demonstrates the importance for advertising and marketing agencies to think creatively and devise engaging strategies for their clients.
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