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An Icon, Despite Itself
The Heinz Tomato Ketchup bottle is an icon recognized in restaurants in homes around the world, but it breaks the rules of "good design" by not fulfilling all of its functions efficiently. It protects and preserves the ketchup, but it does not enable it to be extracted quickly and easily. Some 75 percent of Heinz Tomato Ketchup is now sold in plastic bottles that are squeezable, eliminating the clogging problem that occurs when ketchup thickens; however, millions still appreciate the familiarity of the glass bottle. 
A billboard advertising Heinz's ketchup in the United States after World War II. How many brands today will last over a century?
The Heinz Tomato Ketchup bottle is an icon recognized in restaurants in homes around the world, but it breaks the rules of "good design" by not fulfilling all of its functions efficiently. It protects and preserves the ketchup, but it does not enable it to be extracted quickly and easily. Some 75 percent of Heinz Tomato Ketchup is now sold in plastic bottles that are squeezable, eliminating the clogging problem that occurs when ketchup thickens; however, millions still appreciate the familiarity of the glass bottle. 
A billboard advertising Heinz's ketchup in the United States after World War II. How many brands today will last over a century?
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