According to the press release, it's a move that signals how British consumers now use the brand name to refer to the iconic product. Derek Johnston of Landor comments: 'Anyone can produce baked beans, but only Heinz makes Heinz Beanz.' Quite right he is, too (almost). It should be 'anyone can produce baked beans, but only Heinz makes Baked Beanz'.
Does the British consuming public really refer to Heinz Beanz? Surely they simply say Baked Beanz? And when they do, they do so with a blurry image of the iconic turquoise tin in their hearts. The research no doubt backs it up. But I don't believe in it. Perhaps the research moderator was scary and the focus group complied.
Heinz Baked Beanz has always had a nice ring to it. Alliteration at its best. Furthermore, Baked is synonymous with Heinz and Beanz, and it has healthy connotations - Walkers research would back that up (no doubt it had a different moderator).
The revised graphics are really lovely. More foody, warmer and weirdly more emotive.
Heinz Beanz ... Heinz Beanz ... no, I'm just not warming to it. Call me an old fart but I feel it's lost some of its poetry. I bet Baked is back in within a year.
Design: Landor Associates.
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