Heinz discovered restaurants were quietly refilling its iconic bottles with cheaper generic ketchup. The fix was precise: a colour-matched border on the label using Heinz’s exact Pantone red, which only aligns correctly when filled with authentic product. Non-Heinz ketchup refills in Turkish street food restaurants dropped 73% following the campaign.
Joe Public and MENstruation Foundation printed blood stains across the front pages of three major South African newspapers on June 1, replicating exactly what a newspaper looks like when used as a makeshift sanitary pad, which nearly four million South African schoolgirls do every month. The campaign line: “A newspaper can absorb the blood, but not the shame.”
GAIA Belgium released a three-minute cinematic film following cow Number 3347 on an epic journey in search of her calf, taken within hours of birth as standard dairy practice. The campaign title “Not Your Milk” addresses the consumer directly, challenging the assumption that dairy milk belongs to the person who purchases it rather than the calf it was produced for.
2M created a reversible football jersey that supporters can flip when their team starts losing, instantly becoming a fan of whichever team is winning. The product solves the oldest problem in football watching and makes it impossible to feel awkward about switching allegiances mid-match. The brand called it the jersey for “the real fans.”
