art, culture and brands?

"I am excited to share this idea with the folks at Pepsi as either an art piece to compliment their vast collection within the Pepsico headquarters or as a limited edition run of cans leading up to Michael Jackson's funeral. Not as a money making idea but as a way of expressing the power of icons and the art of a big idea."

Source: http://www.thedieline.com/blog/2009/06/king-of-pop.html

What happens when you don't do your research


The Tropicana packaging indecent in the US is quite a famous case study now...but this is by far the best commentary I have seen on the terrible mistake Pepsi Co made...if you have time please read the full article here

If you don't have time, here is an extract from the article I think makes a great point about what happens when you chase 'cool' and forget about the normal everyday people that are buying your product...

American householders are at the moment caught in the three little storms that we know make up a perfect storm.

Storm One: They are raising 2 kids, running a home, and struggling to achieve sufficiency for the family. By itself, this would be a tough assignment. Americans make it tougher by routinely changing what counts as a good "parent," a good "child," a good "family." No sooner than they have worked out a pretty good facsimile of the American family than Dr. Phil begins to beam them new instructions.

Storm Two: American householders are wondering if the present downturn will cost one or perhaps all of the incomes on which the family now relies. The anxiety is palpable. It's audible. It's there all the time.

Storm Three: American householders are trapped in a new health regime, one that forces them to give up the sugar, salt, fat, richness and gusto that makes the meal rich and satisfying. At the very moment, moms (mostly) want to make great meals to make great families, to distract everyone from the crisis at hand, to insist on the things that matter and not "all that other stuff," the health profession is denying some of the very things that makes a meal wonderful.

The old Tropicana package was a welcome presence in this household. It was familiar, cheerful, good hearted. Sitting on the breakfast, it was a little like a light house, a symbol of some of the things that makes mornings in America a good way to break the fast and prepare for the day.

But who cares about the old package? Who cares about the American consumer? Pepsi's has an idea! It wants to "rejuvenate, reengineer, rethink, reparticipate in popular culture" and if this means turning out something that looks like generic packaging, well, too bad. In an act of marketing malpractice, Pepsi managed to reach into the American breakfast and diminish it. It managed to reach into this precious occasion and make it poorer and more paltry. Pepsi did this deliberately...to itself...and the American consumer...with design.

Design recall! Tropicana reverts back to its old design

Tropicana has just announced that they will revert back to the old packaging (on the left), due to some negative press and angry customer emails/letters about the new packaging (on the right).

I say...fair point. The one on the right does look a bit like 'self righteous, organic, snob juice'

Interestingly, a lot of people were upset about the absence of the straw in the orange...

There seems to be a change in the air - old old school

I think something interesting is happening in the FMCG world of packaging. There appears to be a design movement back to pre 60's inspired packaging (i think it's pre 60's i could be wrong here). I wonder if this trend is emerging due to peoples desire to indulge in products that represent a more simple life long forgotten, i.e. when we didn't have to count calories, we didn't think too hard about product choices, food was natural and products were made by 'real people'

After checking out one of my favourite blogs (http://www.thedieline.com/blog/) I found the following examples to illustrate this interesting design trend: