Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Heinz has become the first company to install Living Products technology on the Internet.
Developed by Newton, Mass.-based Zoesis Studios, Living Products are computer-generated interactive characters that appear to have genuine feelings and the ability to “bond” with Web surfers.
The Heinz site, www.ezsquirtland.com, features the colorful, cartoon-style adventures of Purple, the EZ Squirt ketchup bottle, and Red, his female sidekick. The characters appear in various landscapes and play games. The EZ Squirt ketchups are marketed for children and are available in colors such as purple, green and red.
“Advertisers are moving away from banner ads and toward product placement in online experiences,” said Joseph Bates, co-founder and president of Zoesis Studios.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in