Coming Soon
I’ve been writing over at The Hive for a while and it has been taking my attention from this site. I’ll be writing more about BizeeBee and my life there shortly. Stay tuned.
Archived entries for Uncategorized
Matte Packaging Trend
I am a big fan of great packaging. I buy books for their covers and I buy food with better packaging. I also worked on designing packaging at Sassy Tails so I give a lot of credit to those companies that put in the extra work.
I also think too hard about said packaging. I think about what that company is trying to convey and whether I’m convinced.
Most recently, I have been noticing a fair amount of matte packaging on food. Full disclosure: I am a sucker for matte. I prefer matte magazines, books, photos, computer screens, etc. I first noticed the matte finish on a bag of Ritz toasted crackers. Then I started paying attention and I almost always see matte on something that is supposed to be good or better for me. Or organic-ish. This example is of Clif Bars. They are organic and good for you. So their individual packaging is matte and the case packaging is printed craft.
Does anyone else see this trend? Also, I am a sucker for it.
Strategically Brilliant Ad
In an age of pop-up blockers and DVR it takes a lot to make me watch an ad on TV. It takes even more to remember it, and still more to want to buy.
The Etrade Baby makes me laugh, but it doesn’t make me want to buy.
I saw a Dawn commercial the other day that made me want to go out and buy Dawn soap.
This commercial pairs the familiar image of animals slicked black with oil with the power of Dawn to fight grease. Throughout the commercial we see hands gently cleaning fragile (and super cute) animals. At the end, the animals are clean and fuzzy and we hear that Dawn will donate $1 for every bottle bought. There aren’t just animals for the sake of it, they serve a real purpose. This is a great example of excellent creative in the service of spot-on strategy.