Heinz "bottle 2009"

The June 2009 Thinkboxes winner is a simple, yet effective, idea, which reminds consumers of the vital part that Heinz Tomato Ketchup plays at meal times.

The ad, entitled ‘Bottle’ and created by ad agency Abbott Mead Vickers BBDO, is notable because the one thing that is absent throughout is the product itself.

In the ad, we see people from various generations patting, squeezing and scraping sauce from an invisible bottle, adding the final touch to different types of food. The aim of the spot is to demonstrate how strong the Heinz brand is through not showing the product at all.