No, this isn’t a printing error. These ads for Heinz ketchup intentionally turn the product’s iconic label upside down and blur it, making the branding nearly unreadable. Taxi created this out-of-home campaign to reinforce one of the ketchup’s key selling points: it’s thick. It’s so thick, you need to turn the bottle over and shake it to get the goodness inside. Landing just as a new competitor hit the market, these blurry ads play to a sense of nostalgia and familiarity, relying on Heinz’s unique label shape and distinct, bold colour.