57 had those qualities.
It was just strange enough to make people remember it.
A Brilliant Marketing Trick
Imagine walking through a grocery store more than a century ago.
There are countless food products competing for attention.
A customer sees a Heinz product.
The label prominently promotes “57 Varieties.”
That phrase tells the shopper something immediately:
This company makes lots of different things.
It creates an impression of experience, variety, and abundance.
And once consumers associate the number with Heinz, the number becomes part of the company’s identity.
Eventually, the slogan becomes so familiar that it no longer needs explanation.
The number itself becomes advertising.
That’s the genius of it.
The Number Became Part of the Brand
Over time, “57” became inseparable from Heinz.
The company could use the number on packaging, signs, advertisements, and promotional materials.
Eventually, consumers began recognizing the number almost as quickly as the Heinz name itself.
And that’s why it remains on ketchup bottles today.
