This was a brief to design a multipack of 50ml Heinz bottles. It had to be a trio consisting of Ketchup, HP Sauce and Salad Cream. Being a huge football fan, I instantly thought of designing bottles to do with football. After initially thinking about tournaments and youth football I started to think bigger. 

This is when I considered the upcoming World Cup in Brazil. I wanted to create the complete package that would appeal to fans both abroad in Brazil and back in the UK. How many people on the beach in Brazil would be able to have HP sauce with their breakfast? 

 

The idea is that you have two different types of packaging, a special edition and a standard pack. With different players in each one. The public are encouraged to collect a team of their players. When purchased, the special edition pack contains the components to challenge someone to a game, using your sauce bottles as players in a subbuteo-esque fashion.

Each sauce was given their own emblem, which took elements from the original bottle label and implemented them into unique designs that could be featured on each player. 

The bottles are exactly the same shape as the current Heinz bottle, simply scaled down and flipped upside down. Doing this gave me the perfect form for my players. I considered the relationship between the sauce and the consumer. With Heinz Ketchup being the standout favourite in the UK I gave it a red and white strip to tie it in with England, also giving the player the coveted no.10 this made Ketch the star of the show. 

If Ketch is star of the show then who is Brown? HP sauce or 'Brown Sauce' as it is favourably known; is highly linked with men after campaigns with 'Movember' and it has strong emphasis of being a breakfast food. Brown is no.4, a mean, strong centre back who is the strongest of men and takes no prisoners when it comes to facing someone like Salado...

Providing a bit of zing on the wing; Salado is our flair player. Salad Cream is the sauce you go to when you want to get creative with your meals. Given the no.7 shirt, Salado is the captain of Saladia. I created a nation for each sauce that would represent the sauce effectively. Salad Cream has subtle ties to Brazil with the strip colour and Salado has a fairly South American appearance, subtle hints of Neymar have been included!

I came up with two concepts for packaging for my bottles, both with different intentions but further spreading the brand to different customers. Here we have the standard pack, which allows customers to buy at a lower price and refill their special edition pack. Both products will be as environmentally friendly as possible and include a small piece of artificial turf at the bottom for added effect. 

 

The standard pack is the cheaper option and has different players in each pack, allowing the consumer to collect the teams for each nation allowing them to build up squads to challenge their friends to games. 

Tied in with the World Cup comes the form of the official Brazuca ball as the special edition packaging. When opened the three bottles are displayed as seen in the diagrams below. The long slot in the casing contains components to make up football goals and the front sees a home for three balls for people to use and play with the product. This provides a very high level of user interaction and ensures that the product serves other purposes increasing the longetivity of the product. 

Another feature to come with the special edition packaging is the Heinz World Cup 'Table Chart'. This follows the similar convention of the World Cup Wall Chart however as the product is a food accompaniment I figured it would be more fitting to use instead of a place mat. This is something that could be used as a promotion in magazines, newspapers etc. 

In order to maximise the potential of this concept I created an integrated campaign that would encourage users to get involved and support their 'team'. Using the official colours of the World Cup I had plans to turn areas of a store into vibrant, exciting point of sale locations which could thrive under World Cup fever. Fans are encouraged to use social network to support their team via twitter using a hashtag followed by 'Team...'. Not only is this a way to get people talking about the product, it would also provide useful data on which sauce is most popular with this type of audience.