It seems that Heinz has already adapted the "design" contest idea. Heinz has awarded 12 kids the chance to have their design on ketchup packages this fall. Each kid will be able to have their design on 16 million packs, which are distributed to restaurants and cafeterias nationwide. In addition to the fame, the contest winner were given art supplies and ketchup for their school. In order to properly reach their entire target market they made the contest open to 1st-12th graders.
Just like the Pepsi can, this contest really gives the consumers a chance to interact with the brand. It also works because they are getting children aware of their brand at an early age and as the article says "teachers got classroom materials that let them talk about the contest in class".
Surprisingly enough, 1 of the winners was a fifth grader from Cayuga Heights Elementary School whose name is Ina Joo. An Ithaca girl!
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