Heinz Brasil: Heinz Tattoo Ink

Heinz announced today that they are developing and launching a red tattoo pigment using non-harmful ingredients. Called “Heinz Tattoo Ink”, the project is a direct response from the brand to their legions of fans, who have always made a point of showing their love through tattoos, and sharing it on social media. The action comes on news that color tattoo ink faces growing restrictions and outright bans in countries around the world. The European Union alone has banned over 4,000 ingredients used in the creation of tattoo ink pigments, with red being the most problematic of the colors. These inks have been shown to cause allergic reactions, such as rashes and itchiness, as well as other complications during the application of tattoos. Since red is the most used color in Heinz fan tattoos, the brand felt they should do something about it. Through a partnership with Electric Ink, an ink manufacturer that uses only non-harmful components in their ink, Heinz is creating their first red tattoo ink, in a new and proprietary tone based on Heinz official pantone color. The idea for the endeavor came from the brand’s Brazilian agency partner, São Paulo-based SOKO. They and the brand have been working with ink manufacturer, Electric Ink, to create the new pigment over a 14 month period. In addition to the launch of the new ink product, Heinz worked with five notable Brazilian tattoo artists to create 57 original Heinz tattoo stencils — all to align with the brand’s trademark, “57 Varieties.” These stencils will be available on their website to anyone interested in getting an official Heinz tattoo. The artists come from a wide range of ethnicities and backgrounds, purposely chosen to embrace the vast diversity of Brazilian culture.The campaign unofficially kicked off on March 28, with a pre-launch film featuring a few select individuals, each getting one of the 57 tattoos on their bodies. Then beginning this week, São Paulo will be blanketed in outdoor media showcasing these fans and their new skin art. When the final product is ready to distribute, the brand will make the tattoo stencils and ink available to tattoo parlors throughout Brazil. Everything the brand is doing in this project is a result and proof of a good communication with their fan base, listening to them, giving them space and co-creating new scenarios.