Since forever, ketchup lovers have struggled to get to the bottom of their Heinz bottles. We thought we had solved the problem with the introduction of the world’s first upside-down squeeze bottle. But we were wrong. Oh so wrong. Turns out, 43% of people store our upside-down squeeze bottle, upright. And 83% of them still struggle to get the very last drop.

The bottle prototype was created as a means to solve this dilemma once and for all, and give ketchup fans the ability to enjoy more of what they love – Heinz ketchup!

And the best part? Our prototype is 100% recyclable.

The Heinz Ketch-Up & Down is the world’s first double lid bottle that’s been specially engineered to solve an age-old problem for ketchup fans across the globe. The revolutionary bottle has two lids that allow for easy squeezing no matter which way it is stored. A never-before-done design solution that’s either too simple to be smart, or so smart that it’s simple, and 100% recyclable.

The art direction of the entire campaign combines a simple and precise point of view with Heinz's unique, irreverent, and fun tone of voice.

The fact that such a foolish problem got its own equally foolish solution, was a unique take that no other brands have done. The bottle does provide traditional Arab’s – typically the older generation – in the Middle East who may not read English fluently a way to ensure that they always store the bottle the right way. Well, any way is the right way. But definitely no more trips to grandma’s house to find the bottle placed wrongly.