Ketchup, perhaps the most common condiment, is a staple of the American diet. And perhaps no ketchup brand is more recognizable than Heinz. After decades of topping burgers and dipping french fries, a sizeable community of Heinz lovers got tattoos of the sauce.
Unfortunately, red tattoo ink can be an irritant, causing rashes and itchiness during the application. So Heinz took it upon themselves to create an allergy-safe ink based on their official Pantone red.
Irritant-safe ketchup tattoos for the Heinz fanatic
Heinz created the ink with the Brazilian creative agency SOKO and tattoo ink manufacturer Electric Ink. Red tattoo ink presents unique challenges: It’s one of the most irritative colors and has a growing list of restricted ingredients. The European Union has already banned over 4,000 ingredients for tattoo pigments.
According to Emily Monteiro of Electric Ink, Heinz Red Ink undergoes tests to ensure there are no harmful substances. The company then sends all test results to ANVISA, the Brazilian Health Regulatory Agency, for approval.
Connecting with Gen Z through tattoos
SOKO Founder and CEO Felipe Simi said Heinz wanted a way to creatively connect with Gen Z. “99% of Zoomers skip ads, and 63% use ad blockers,” said Simi. “Making it a considerable challenge to get in touch with them.”
However, since nearly half of all Gen Z have at least one tattoo, it seemed like the perfect fit for Heinz. Additionally, Simi says over 10,000 tattoo artists and parlors have registered to order the ink. Over the coming months, Heinz will distribute their red ink for free. The ketchup brand also partnered with local Brazilian artists to create 57 original tattoo stencils.
Simi says the Heinz Tattoo Ink is one of SOKO’s most successful campaigns, organically reaching over 230 million people. The next step is to take Heinz Tattoo Ink to the global stage.
