Heinz understood that the number on the ketchup bottle needed to resonate with consumers. He wanted a number that would stick in people's minds and create an impression of variety and quality. Five was his lucky number, and seven was his wife's lucky number, so he combined them to create the number 57. It had a nice ring to it and, more importantly, it had the potential to become an unforgettable symbol for his brand.
The number 57 quickly became a central element of Heinz's marketing strategy. Some claim he believed that if people tapped the bottle's "57" mark, it would make the ketchup flow out more easily. While this isn't true, the clever marketing ploy encouraged consumers to interact with the bottle and reinforced the notion that Heinz ketchup was special.
