I don’t want to get carried away. But there’s something just terrifying about Heinz’s new ‘Eazy Beanzy’ campaign. Not just because the idiotic need to repackage an already over-packaged item is a pure unadulterated illustration of exploitation-tastic consumerism gone mad, but also because I really want to know who the hell can’t deal with a regular can of beans?
In a tin, beans are easily prepared (stick ‘em in a pan, or zap ‘em in a microwave). They’re easily stored for a few days by squeezing the lid back down on the remaining beans. And they’re easily recyclable, as it just takes a quick rinse of the can before it can be thrown straight into the weekly recycling collection. So why (WHY?) do we need a four-pack, plastic-packaged rebranding?
Sigh. Obviously, we don’t. But there are so many marketing/advertising/promotion teams infesting the world of commerce that need to prove they have a use. So, TADA!, an ads/sales/marketing/promotions suit creates a useless, needless and worthless campaign to make it look like they actually do some work.
But the Eazy Beanzy drive is stark staring irresponsible. More plastic? More instantly disposable food? More thoughtless waste from consumers constantly pushed into new, frenetic, must-buy-because-it’s-there territory. That’s the last time I ever buy a can of Heinz anything. Double sigh.
