Some of the most successful marketing ideas in history weren’t created through complex research, focus groups, or advanced analytics. Sometimes, they came from a simple observation—and a brilliant understanding of human psychology.
That’s exactly what happened when entrepreneur Henry J. Heinz created one of the most recognizable slogans in business history: “57 Varieties.”
Today, the phrase is instantly associated with the Heinz brand, appearing on bottles and packaging around the world. Yet what many people don’t realize is that the number 57 was never meant to be an accurate count of the company’s products.
In fact, by the time the slogan was introduced in 1896, Heinz was already producing far more than 57 different items.
So why choose that number?
The answer reveals an early marketing strategy that was decades ahead of its time.
According to company history, Henry Heinz was traveling by train when he noticed an advertisement promoting “21 styles” of shoes. The product itself didn’t capture his attention. Instead, he became fascinated by how a specific number made the advertisement memorable.
The idea stayed with him.
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