Sir Kensington's Gourmet Scooping Ketchup is Fancy
Heinz, move over.
Implications - Products that are condiment standards, like ketchup, have difficulty standing out against competitors that dominate the market. By re-inventing themselves as a high-end product, the consumers will change their perception of the brand and will see the competitor as the lower, cheap alternative. This ultimately will put the upscale product as the number one in the consumer's mind.