That’s powerful branding.
The number doesn’t need to explain itself anymore.
It simply reminds people of the company.
That’s something marketers spend enormous amounts of money trying to achieve.
Heinz managed to turn an unusual number into a permanent part of its identity.
It’s Not Just About Ketchup
Although ketchup is probably the product most closely associated with Heinz today, the company’s history extends far beyond one bottle of sauce.
Heinz has produced and marketed a broad range of foods throughout its history.
That’s why the original “57 Varieties” idea makes more sense when viewed in the context of the entire company.
The slogan was designed to communicate abundance.
It told customers that Heinz wasn’t a company selling only one or two products.
It was a food company with an impressive selection.
Over time, the ketchup became the star.
But the number remained.
Why We Still Notice It Today
Modern advertising is dramatically different from advertising in the late 19th and early 20th centuries.
