"Its origin was in 1896. Mr Heinz, while in an elevated railroad train in New York, saw among the car-advertising cards one about shoes with the expression: ‘21 Styles’. It set him to thinking, and as he told it: ‘I said to myself, “we do not have styles of products, but we do have varieties of products.” Counting up how many we had, I counted well beyond 57, but “57” kept coming back into my mind. “Seven, seven”—there are so many illustrations of the psychological influence of that figure and of its alluring significance to people of all ages and races that “58 Varieties” or “59 Varieties” did not appeal at all to me as being equally strong. I got off the train immediately, went down to the lithographers, where I designed a street-car card and had it distributed throughout the United States. I myself did not realize how highly successful a slogan it was going to be."