In 1896, Henry J. Heinz discovered the power of memorable marketing during a train ride when he saw an advertisement promoting “21 styles” of shoes. While the product itself did not interest him, the number caught his attention and inspired a branding idea that would become famous.

At the time, the Heinz company already sold far more than 57 products. However, Heinz understood that certain numbers are easier for people to remember. He believed a simple and distinctive message could be more effective than complete accuracy.

The number “57” also held personal meaning. Five was considered Henry Heinz’s lucky number, while seven was special to his wife. Together, they created the slogan “57 Varieties,” a phrase that was easy to remember and looked appealing in advertisements and on packaging.

Over time, “57 Varieties” became closely connected to the Heinz brand. Most consumers did not focus on whether the company actually made 57 products. Instead, the phrase came to represent variety, reliability, and the company’s broad range of offerings.

More than a century later, the slogan remains a classic example of successful branding. The campaign showed that a simple, memorable idea can have a lasting impact. As the article explains, “57 Varieties” became more than a number—it became a symbol that helped generations of consumers remember the Heinz name.