Heinz Ketchup has been an iconic and ubiquitous brand for the last 150 years. Yet, people still struggle to get its sauce out of the classic glass jar. In fact, searching for “the best way to get ketchup out of the bottle” yields over 74 million results and there are countless blogs and YouTube videos with knife-poking and bottle-tapping tips.

At the same time, Heinz had noticed that, with new competition, it was starting to lose market share and brand affinity scores were slipping. Realizing there was a chance that its ketchup could go from iconic to old fashioned, it decided to shake things up by getting people to, well, stop shaking its bottles.

Working with Rethink, it created a super-simple but eye-catching modification: it took its classic label and repositioned it to sit at a 31.578° angle on the bottle, which happens to be the precise angle to achieve the perfect pour.

Limited edition glass bottles were placed in stores and restaurants, giving Canadians the answer they’d been after for decades, and creating breakthrough design on cluttered grocery store shelves where attention is at a premium.

The campaign launched on social and immediately generated buzz. Within a few weeks, the “Pour Perfectly” bottle was picked up by over 340 news stations globally. Worldwide search interest for Heinz Ketchup increased 400%. With a production spend of only $15,000, the campaign garnered 238 million earned media impressions. “Pour Perfectly” was also extended to print ads based on its success online and future plans include partnering with a national restaurant.