In an innovative, relevant, and health-conscious move, Heinz Brazil is developing a proprietary “Heinz red” tattoo pigment using only non-harmful ingredients and making the ink available to tattoo parlors throughout Brazil.
The action comes on news that color tattoo ink faces growing restrictions and outright bans in countries around the world. The European Union alone has banned over 4,000 ingredients used in the creation of tattoo ink pigments, with red being the most problematic of the colors. These inks have been shown to cause allergic reactions, such as rashes and itchiness, as well as other complications during the application of tattoos.
Since red is the most used color in Heinz fan tattoos, the brand felt they should do something about it. Through a partnership with Electric Ink, an ink manufacturer that uses only non-harmful components in their ink, Heinz is creating their first red tattoo ink, in a new tone based on Heinz’s official Pantone color.
Asked about the idea, Heinz Brazil brand leader, Thiago Stelle, said, “A quick search of photos and hashtags on social media makes it obvious that Heinz fans love getting tattoos with our brand and products. Clearly, we had to do something extraordinary for them and, as a result, bring a new alternative to address the issue of harmful pigment ingredients.”
The idea for the endeavor came from the brand’s Brazilian agency partner, São Paulo-based SOKO.
In addition to the launch of the new ink product, Heinz worked with five notable Brazilian tattoo artists to create 57 original Heinz tattoo stencils — all to align with the brand’s trademark, “57 Varieties.” These stencils are available on the campaign website to anyone interested in getting an official Heinz tattoo. The artists come from a wide range of ethnicities and backgrounds, purposely chosen to embrace the vast diversity of Brazilian culture.
Helena Obersteiner, one of the artists involved in the project, said, “It was really fun to be able to give my point of view for the brand, and also develop exclusive designs, seeking to deliver the best for their fans.”
The campaign unofficially kicked off on March 28, with a pre-launch film featuring a few select individuals, each getting one of the 57 tattoos on their bodies.