Sir Kensington's Gourmet Scooping Ketchup is trying to reinvent the way we look at ketchup: as a lowbrow condiment that's smeared over cheap barbecued meats. As a high-end, healthy and tasty product, Sir Kensington's ketchup takes its marketing quite seriously. In order to create a memorable brand identity, the ketchup comes in a large jar size with a vintage-style font and appearance.
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.