Super Bowl LVII is coming up and Heinz is saying enough is enough with the use of Roman numerals in the name.
“While they’ve been obsolete since the 13th century, year after year, they are a Big Game constant that never fails to confuse and bewilder fans,” Heinz said. We as fans agree – nearly every year finding ourselves Googling the answer.
As part of their effort to rid the Super Bowl of what Heinz describes as the “confusing and Archaic Roman Numerals”, the brand is unveiling a limited-edition, specialty-labeled ketchup bottle sporting “LVII Meanz 57” where the iconic 57 has appeared on its label for over 100 years.
As part of the promotion, Heinz has launched a video of people being quizzed on the street about the meaning of LVII, and the results are amusing.
“The annual return of these impractical Roman numerals consistently leave fans vexed and perplexed,” says Alyssa Cicero, Brand Manager, Heinz.
“For over 100 years, HEINZ has been synonymous with the number 57, and this year, Big Game LVII is too. What better time for Heinz to use its iconic and trademarked 57 to modernize this practice and clarify that ‘LVII Meanz 57?’ We know viewers across North America are invested in this, and we want to use our platform to elevate their frustrations.”