Long before social media, online ads, and detailed customer data existed, companies had to rely on simple ideas that people could easily remember. One of the most successful examples is the famous “57 Varieties” slogan found on Heinz products. While millions recognize the number, few know the interesting story behind how it became one of the most recognizable marketing symbols in history.

The idea was born in 1896 when company founder Henry J. Heinz spotted an advertisement promoting “21 styles” of shoes while traveling on a train. The product itself didn’t capture his attention—the number did. At the time, Heinz already sold far more than 57 products, but he believed certain numbers were more memorable than others. Rather than focusing on accuracy, he wanted a slogan customers would instantly remember and associate with his brand.

The number also carried personal significance. Heinz reportedly considered five his lucky number, while seven was his wife’s favorite. Combining them created “57 Varieties,” a phrase that sounded balanced, appealing, and easy to recall. The slogan quickly appeared on labels, advertisements, and packaging, helping customers connect the number with the company. Over time, people stopped thinking about how many products Heinz actually made and instead associated “57” with quality, variety, and trust.

More than a century later, the famous number remains on Heinz bottles around the world. Its lasting success highlights an important lesson in marketing: simple ideas are often the most powerful. Instead of overwhelming customers with facts and figures, Heinz created a symbol that sparked curiosity and stayed in people’s minds. Even today, the “57” serves as a reminder that the most effective branding messages are often the simplest and most memorable.