| Title | Heinz Tattoo Ink |
| Agency | Soko |
| Campaign | Heinz Tattoo Label |
| Advertiser | Kraft Heinz |
| Brand | Heinz |
| Date of First Broadcast/Publication | 2023 / 3 |
| Business Sector | Mayonnaise, Ketchup, Mustards |
| Philosophy | Heinz Tattoo Ink is a tattoo pigment made with the same care for ingredients that Heinz uses to make ketchup. Brand worked with Brazilian creative agency, SOKO, and top Brazilian tattoo ink manufacturer, Electric Ink, in the development of a Heinz red pigment as part of a brand love campaign. São Paulo – 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. |
| Media Type | Case Study |
| Length | |
| Advertising Manager | Cecília Alexandre |
| Advertising Manager | Thiago Stelle |
| Advertising Manager | Thais Correa |
| Advertising Manager | André Mendes |
| Advertising Manager | Bruna Donato |
| Advertising Manager | Ana Ladeira |
| Founder and CEO/CCO | Felipe Simi |
| Executive Creative Director | Rafael Ziggy |
| Executive Creative Director | Rafael Caldeira |
| Group Creative Director | Erick Mendonça |
| Creative Lead | André Savastano |
| Design & Creative Leader | Fabiana Falcão |
| Design & Creative Leader | Renan Monjon |
| Design & Creative Leader | Saulo Monjon |
| Art Director | Kauã Michelin |
| Art Director | Juliano Shimizu |
| Art Director | Laissa Moreira |
| Copywriter | André Savastano |
| Content Lead | Jader Gomes |
| Content Creator | Bianca Santos |
| Content, Art Direction | Isabela Yamada |
| Community Manager | Giuliana Combothanassis |
| Studio Lead | Leticia Santos |
| Motion Designer | Yago Lopes |
| CGO | Felipe Belinky |
| Chief Operating Officer (COO) | Brisa Vicente |
| Head of Account | Verena Neves |
| Account Director | Jéssica Pereira |
| Head of Operations | Larissa Kubo |
| Project Leader | Marcelo Shiro |
| Project Leader | Lucas Cardoso |
| Project Manager | Elisa Celia |
| Project Manager | Juliana Rente |
| Project Manager | Guilherme Piropo |
| Head of TV | Fabiane Abel |
| Broadcaster | Thais Hernandez |
| Broadcaster | Luisa Marcomini |
| Broadcaster | Nanna Galli |
| Head of Strategy & Data | Ana Cortat |
| Data & Innovation Leader | Matheus Facci |
| Data Scientist | Leonardo Galhego |
| Website | Webcore Interactive |
| Executive Producer | Fernando Chamis |
| Producer | Camila Malaman |
| Producer | Ingrid Ostan |
| Producer | Pedro Reali |
| Frontend Developer | Carol Cezareti |
| Backend Developer | Maysa Bonfante |
| Backend Developer | Vinícius Silva |
| Digital Artist | Matheus Pinheiro Martins |
| 3D Artist | Leandro Beltran |
| Illustrator | Leo Neguin |
| Illustrator | Elissa Rocabado |
| Illustrator | Renan Cruz |
| Illustrator | Fernando Felix |
| Illustrator | Helena Obersteiner |
| Production Company | DILÚVIO |
| Director | Raphael Taira |
| Executive Producer | Paulo Henrique Vicente |
| Co-Director | As Mina |
| Assistant Director | Giulia Larrain |
| Director of Photography (DOP) | Marco Antonio Ferreira |
| 1st AC | Tiago Eli |
| 2nd AC | Pamela Santos |
| Video Assistant | Ruan Britto |
| Logger | Marcio Costa |
| Electrician | Carlos Cortes |
| Electrician | João Conceição |
| Machinery Assistant | Laelson da Silva |
| Still Shooting | Tamara dos Santos |
| Talent | Thaís Ferreira |
| Talent | Nathália Cintra |
| Production Assistant | Marcio da Silva |
| Catering | Flor de Lótus |
| Driver | Edmilson Marinho |
| Driver | Marcelo Barbosa |
| Driver | William Oliveira |
| Studio | Nova Haus |
| Creative and Production Supervisor | Leticia Gomes dos Santos |
| Video Editor and Motion Designer | Yago Beppler Lopes Costa |
| Motion designer | Yasmin de Jesus Cruz Farias |
| Senior Project Manager | Thaline Malvezi |
| Project Assistant | Leonardo Portilho |
| Account Management | Alyne Passarelli |
| Motion Designer | Larissa Hamuy |
| Motion Designer | Lucas Teixeira |
| Design Retouching | Alt Retouch |
| Retoucher | Mateus Moraes |