Welcome to The Week in Consumer Packaged Goods, a weekly round-up for marketers from Quad Insights that covers the latest must-know news surrounding the CPG space.

Kraft Heinz brings its iconic ketchup to consumers’ walls with new paint color

In a tribute to its iconic Heinz Tomato Ketchup, Kraft Heinz has partnered with home décor brand Lick to create the first-ever ketchup-colored interior paint, according to a statement from the company. Although a toned-down, matte version of the bright red condiment, the limited edition Red HTK 57 — 570 tins of which are available for purchase on Lick.com — was developed with Heinz superfans in mind. “To create this timeless color, Lick Paints and Heinz added a touch of black pigment so that the resulting shade is welcoming and heartwarming, rather than too intense,” notes Trend Hunter’s Laura McQuarrie. “[It] offers a way for condiment enthusiasts to show their love of the brand.”

Related coverage:

“Heinz partnered with décor brand Lick to make Ketchup-red paint” (Ad Age)

Dove empowers women, challenges underarm “ideal” with #FreeThePits campaign

Through a campaign meant to challenge stereotypes and foster empowerment, Dove is encouraging women to embrace their underarms. The #FreeThePits campaign — timed for activation the same day as the launch of New York Fashion Week (NYFW) — is informed by findings from the Unilever personal care brand’s 2022 Underarm Confidence Survey. According to a company statement, 80% of women surveyed said that society promotes the ideal underarm as being “smooth, hairless, odorless and even-toned,” and 70% said they’re less likely to wear what they want when they feel bad about their pits.

The #FreeThePits campaign builds on Dove’s ongoing “Pits of New York” subway takeover ads, featuring women proudly baring their armpits, and encourages women to show off their armpits on social media as part of the #FreeThePits challenge.

“Dove’s candid, diversity-minded approach could create a contrast with NYFW,” notes Marketing Dive’s Peter Adams,“a gathering for an industry notorious for promoting narrow conceptions of beauty and heavily manicured looks.”

Related coverage:

• “Dove tackles underarm taboos with NYC subway campaign” (Trend Watching)

Gatorade enters ‘functional water’ category with Gatorade Water

This week Gatorade announced the launch of a new product, Gatorade Water, that’s set to hit store shelves early next year. A zero-calorie, electrolyte-infused, unflavored alkaline water, filtered through a seven-step process, the product represents “a major bet that the brand can tap into the growing ‘functional water’ category (i.e., water that is perceived to have additional health benefits) that’s projected to reach $18 billion in sales in the next two years,” CNN’s Jordan Valinsky reports.

The launch is informed by the PepsiCo-owned brand’s research indicating that athletes are seeking enhanced unflavored water, but that many are not purchasing products already on the market. “[In] most cases,” Gatorade President Michael Del Pozzo said in a statement, “it’s because it’s not a brand that they know and trust.”

Related coverage:

• “‘All day hydration’: Gatorade expands sports drink brand with new Gatorade Water” (USA Today)

Kraft Heinz launches new refrigerated breakfast line Oscar Mayer Scramblers

Kraft Heinz expanded its breakfast offering this week with the introduction of its on-the-go Oscar Mayer Scramblers, the company announced. The move is in response to a survey of grocery shoppers revealing that only 23% of people eat a full breakfast because of a lack of hearty options. The new refrigerated line features three flavors — Bacon and Velveeta, Ham and Colby Jack, and Wiener and Cheddar — that each require the addition of two eggs, and are paired with a combination of potatoes, cheese and Oscar Mayer meats.

To promote the new line, Kraft Heinz launched its “Scramble Your Morning” campaign across TV, social media and other channels. The campaign offers a clever take on consumers’ busy mornings by scrambling letters to create brain-teasing puzzles — a playful approach that aligns with the Oscar Mayer brand, said Oscar Mayer Associate Director Kelsey Rice in a company statement. “While people crave a tasty breakfast, it is often compromised with quick, boring options due to busy weekday mornings,” she said, “and boring is the antithesis of what Oscar Mayer stands for.”

Related coverage:

• “Oscar Mayer unveils convenient breakfast options” (Food Business News)

Further reading

“Nestle goes upmarket with deal for Brazil chocolate maker” (Reuters)

“Banza launches chickpea-based frozen waffles” (Baking Business)

“TreeHouse to sell snack bars business, plant to John B. Sanfilippo for $63M” (Food Dive)

“The World’s Best Bourbon – According To The 2023 New York Wine And Spirits Competition” (Forbes)

“Snooki and e.l.f. Urge Suntan Fans to ‘Go SPF Yourself’ in Cheeky Campaign” (Adweek)

“Kraft Heinz Thinks Hidden Treats Will Get Kids To Read Books” (The Daily Meal)

“Plant-Based Egg Maker Eat Just Gets New Funding Amid Cash Crunch” (Bloomberg)

“Heineken has made a PC which includes a beer fridge” (The Drinks Business)

“Babybel Cheese and Candy Land team up to reach millennial parents in nostalgic marketing play” (Ad Age)