General Marketing
2005-01-06 14:21:18
Dijon ketchup. Back in the early 90s, the Barenaked Ladies released a song called
"If I Had a Million Dollars". My brother introduced me to the indie release. At the time, it caught our attention because of a line about how, if the singer had a million dollars, "I'd buy you a K-Car" -- the car my brother and I learned to drive as teens. However, in another line that stood out, the Barenaked Ladies said they'd put "dijon ketchup" on their Kraft Dinner. More than 13 years later, I have yet to see dijon ketchup.
In "The Ketchup Conundrum" from The New Yorker, Malcolm Gladwell searches high and low for dijon ketchip. He explains why Grey Poupon's dijon mustard took the world by storm, but ketchup remains ketchup.
Although the article may be a bit lengthy for readers with Internet era attention spans, it's worth a read for insight into why the ketchup category has seen little change.
(c) 2005 by Andrea Coutu. Vancouver Marketing Consultant. All rights reserved.
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