When a global brand like Kraft Heinz launches a new product, the innovation usually gets all the attention. But for those of us who live and breathe digital assets, branding, and intellectual property, the real story often extends beyond the product itself.
Case in point: The HEINZ Dipper — a newly unveiled fry box with a built-in ketchup compartment that instantly went viral for its simplicity, usability, and unmistakable branding.
It’s clever. It’s consumer-first. It’s classic Heinz.
But here’s the part most people missed.
The Product Is Brilliant. The Domain Is Wide Open.
At the time this story broke, HeinzDipper*com was not registered.
Let that sink in.
A Fortune 500 brand with one of the most recognizable names in food launches a buzz-worthy product with a clean, obvious, exact-match domain — and leaves it on the table.
If history tells us anything, I’m willing to bet HeinzDipper.com will be registered within 24 hours or less from the moment this story gains traction.
And that right there is a live example of why domains still matter.
Why This Matters (Even for Billion-Dollar Brands)
The HEINZ Dipper is the kind of product that:
- Gets shared on social media
- Gets written about in the press
- Gets photographed and reposted
- Sparks consumer curiosity
Now imagine a consumer typing “Heinz Dipper” directly into a browser bar.
Where do they land?
If the brand doesn’t control the domain, someone else will — whether it’s:
- A domain investor
- A marketer
- A parody site
- Or worse, a competitor or scammer
Exact-match domains aren’t just about SEO anymore. They’re about brand control, narrative ownership, and defensive positioning.
This Is How Domains Get Registered in Real Time
This is the classic pattern we see again and again:
- A major brand announces a new product
- The name goes viral
- Domain investors notice
- The obvious domain gets registered
- The brand either buys it later — or wishes they had
The cost difference between registering early and buying later can be massive.
A Reminder for Founders, Marketers, and Brand Teams
If you’re launching:
- A product
- A feature
- A campaign
- A slogan
- Or even a temporary promotion
Your domain strategy should be part of the launch checklist — not an afterthought.
Because while product teams focus on packaging and PR, the domain clock starts ticking the moment a name goes public.
The Takeaway
The HEINZ Dipper is a smart, elegant innovation that solves a real consumer problem. From a branding standpoint, it’s a win.
From a domain standpoint, it’s a reminder that opportunity moves fast — and the internet doesn’t wait.
By the time you finish reading this, HeinzDipper.com may already be gone.
And that’s exactly how great domains get acquired.
PS – If Kraft Heinz was working with me this would never have happened (GRIN)!
To your marketing success!
