Heinz’s latest idea is half baked
Posted in Design, Creative, Branwell Johnson, Latest reporters' blogs July 14th, 2008 by Branwell Johnson
As if Heinz has not got itself into enough trouble with the Deli Mayo ad it now wants to remove an iconic part of its heritage – it want to drop the word “baked” from “Baked Beanz”.
The apparent reason for dropping “Baked” from Heinz Baked Beanz” is to reposition the products as a healthy snack and overhaul a dated image.
This is the kind of tampering and fiddling that does nothing to enhance a brand but merely blands it out, taking away its USP and heritage. New cans will have pictures of the beans for the first time – as if you couldn’t tell what was in the tin from the frickin name!
The healthy aspect sounds like bandwagon jumping. I’m sure that baked beans are healthier than some other options but if I like ‘em I’ll eat ‘em, whatever extra spin is put on the product. I wouldn’t compare Heinz Beanz to Pot Noodle but the attempt to put some kind of healthy overlay on that brand really was a kiss of death.
To read the related news story click here
(2)
(0)
Tags Heinz, Baked Beanz, brand name, packaging
(2)
ellie wallis’s comment is....
Beans, beans, they’re good for your heart. The more you eat them the more you.. Sorry, couldn’t help myself. I think that this is a complete waste of money. As if the whole dumbing down on TV, in magazines and in adverts isn’t enough. Now food cans can’t have more than one word on them in order to sound cool and trendy. And as if we think that baked means unhealthy. Give us some credit out there. We aren’t all first year students! I like beans on toast so I will still buy the Heinz beans, but think they are foolish to think that it will make any difference to profits.
Posted July 15th, 2008 at 4:22 pm
Strutt’s comment is....
Evolution gone too far! The original ‘Heinz Baked Beans’ tin is an iconic brand and a design classic. The move to evolve the brand with the rebrand makeover to ‘Heinz Baked Beanz’ was a clever move, keeping the essence of its identity and at the sma e time opening a window for ad campaign roll outs using the ‘z’.
This new label design has lost part of Heinz brand heritage. I’m sure in a few years time, they will be spending more money on revamping the label and reverting back to ‘Heinz Baked Beanz’. At least, when that happens it will be money well worth spent.
Posted August 5th, 2008 at 6:22 am
Your comment is....
You must be logged in to post a comment.
madcomments encourages comments to be short and to the point. Comments should show a courteous regard for the presence of other voices in the discussion. We reserve the right to edit or delete comments that do not adhere to this standard.
- Advertising (213)
- Arif Durrani (51)
- Branwell Johnson (128)
- Creative (59)
- Design (14)
- Digital (100)
- Direct Marketing (15)
- General (137)
- Jim Prior (2)
- Latest reporters’ blogs (392)
- Lucy Tesseras (15)
- Marketing (226)
- Media (230)
- Mel Varley (108)
- Nikki Preston (47)
- Oliver Milman (43)
- Russell Parsons (32)
- Stuart Aitken (1)
