Marketing Currents - Business and Marketing Current Events

America’s #1 Ketchup Brand Is About To Launch A Paper Bottle 

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The nation has long been divided as to which is the best condiment: ketchup or mustard. But the country’s number one ketchup brand is about to launch something that may sway mustard lovers to the other side: an eco-friendly paper bottle.

Click here to read the story at eat this.com.

Discussion Questions:

  1. What is sustainability?
  2. Why is sustainability important to a brand?
  3. What is packaging?
  4. What does marketing have to do with packaging?
  5. Why do you think Heinz is testing a paper bottle?
  6. Why do you think they are testing the new packaging before a full-scale launch?
  7. Heinz Ketchup is one of the most iconic and recognizable consumer goods brands in the world. Do you think it is risky to introduce new packaging?
  8. Based on information from this story, what is Kraft Heinz’s long-term sustainability goal?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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