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Ketchup fraud forced Heinz to trademark its exact shade of red and print it on its labels, revealing a powerful truth: In a world of knockoffs and dupes, your brand’s color might be the only thing standing between authenticity and imitation.
Can consistent color protect your brand? Yes.
In March 2023, Heinz identified the exact shade of red for its ketchup: Pantone 7626 C. The reason? Ketchup fraud. Yes, ketchup fraud.
Apparently, it’s common practice for restaurants to fill Heinz bottles with ketchup from generic brands to cut costs. Heinz responded by creating a “Label of Truth” highlighting its precise brand color, so diners can trust they’re being served the right product. If the red on the label’s border doesn’t match the ketchup inside, it’s a hoax Heinz.
The campaign was funny. (Whoever wrote “ketchup fraud” and “label of truth” should be given a raise!) But what the brand was trying to prevent is no laughing matter. Color, in this case, is both a brand asset and a form of brand protection.
Some of the world’s most recognizable brands have legally protected their signature hues, used on packaging as well as in marketing materials.
Heinz is far from alone. Some of the world’s most recognizable brands have legally protected their signature hues, used on packaging as well as in marketing materials, including:
- Tiffany & Co. — Tiffany Blue
- Christian Louboutin — Red (the bottoms of their shoes)
- Target — Red
- Post-Its — Canary Yellow
- The Home Depot — Big Orange
- UPS — Pullman Brown
- John Deere — Green and Yellow
- Barbie — Pink
- Cadbury — Purple
- Coke — Red
- McDonald’s — Red and Yellow
Even sporting events recognize the power of color. The Masters Tournament has trademarked the iconic green of its champions’ jackets (Pantone 342) and has issued cease-and-desist letters to apparel companies, golf courses, and even amateur competitions attempting to replicate the look.
Let’s unpack this.
Why so much focus on color?
Because color delivers instant recognition. Long before consumers read a word or see a logo, they register the color. Color also sparks emotional connections, strengthens memory retention, and differentiates brands in crowded retail and online environments.
Over time, a consistent color becomes shorthand for the brand. Tiffany Blue = Tiffany & Co.
Can most people really tell the difference between shades of color? Absolutely.
While most consumers will not know specific Pantone numbers, they intuitively recognize when a color feels off. When I imagine Target, Coke, and Heinz red, they even “look” different from one another in my mind, so when I actually see them in real life, it’s not a contest. If someone were to switch Target red with Coke red, shoppers would immediately notice. That subconscious recognition is the result of decades of disciplined color consistency.
