The arrival of Memorial Day this weekend in the US is also the unofficial start of their barbecue season. This means Heinz Ketchup will once again play a crucial role in millions of American meals. But, will Americans choose glass or plastic bottles? Glass bottles are heavier, more expensive, more breakable, and the ketchup only pours with great difficulty. Yet, in the survey we conducted before the release of my book Brand Sense, 80% of the respondents said they preferred glass to plastic! When we asked why, no two people gave the same answer. The truth was, most people couldn’t pinpoint the reason that they preferred ketchup from a glass bottle. They just knew that they did.
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