by Brian Chiam Chiew Yue
a) Opinion about the packaging
The main message and aim is to promote Ford’s new limited Ranger Extreme with an extendable cargo bed. The big idea of the packaging is to commission it on a matchbox because most truck buyers are within blue collar industries, such as auto-repair and construction, and that they tend to gather at specific after-work pubs. The body copy uses a ‘Straight Line’ format, directly telling readers that the new Ford Ranger Extreme has an extendable cargo bed.
In my opinion, this is a very smart and fun packaging idea. It works well with the message that the brand is conveying. It’s like a little facilitation where potential buyers can see how the model is when they pull the matchbox. The packaging also works well with the target audience. Being blue collar workers, they most probably would be smoking and drinking at pubs after work. So, using a matchbox for them to light their cigarettes makes it easier for them to notice the brand message itself. The body copy is short and direct about the brand’s message.
b) Newly created copy for the packaging
Headline: Longer is Better
Body Copy: Extendable cargo bed, Now with Ford Ranger Extreme!
Call-to-Action: Visit ford.com.my for more info
KFC Speed Packaging
by Chong Siong Loong Ron
a) Opinion about the packaging
The main message and aim of this advertisement is to promote and mark the achievement that KFC thailand had achieved where by the design this interesting series of limited edition packaging for their top spenders each month. The design of the packaging marries the form and function to advocate that speed is the heart of KFC’s delivery service. Their approach of this is also surprising and regarding experiences that their fans can keep and cherish making it an art installation of KFC trophies in their home.
In my opinion, i would say this approach for KFC by rewarding and celebrating the joy of achievement together with their loyal customers is a good idea/campaign. I would say indeed that the design of the Limited edition series KFC packaging is very special and meaningful. At the same time, they are trying to implement the core objective of the delivery service that KFC has for their customers which is fast. Furthermore, the packaging does not just end there after consuming the food, it would be as a collection and it also works as an installation of the KFC trophies for your house.
b) Newly created copy for the packaging
Headline: Limited Edition series
Body Copy: Extended our coverage of delivery service throughout the 77 provinces in Thai!
Congratulations to our TOP SPENDER in KFC!
3M Solar Earplugs
by Liew Kuan Ting (Allen)
a) Opinion about the packaging
The main idea of the advertisement was to create an original promotional packaging solution that immediately portrayed the product value of 3M's Solar Earplugs. It was a product targeted at end customers often requiring active noise reduction and protection from the high-volume environment such as musicians, construction workers, festival-goers and more. The advertisement turned the motive of the product from noise reduction into an original package design.
From my point of view, I think the packaging design was simple yet effective. The container's cap looks like the volume knob of a sound system which directly created a strong connection of how the product related to sound, volume, noise. The volume knob cap symbolized how easy and effective was the product to reduce noise just as easy as turn down the volume with a volume knob. When opening it to reach the earplugs, one seems to be turning down the volume; but when closing the cap, one appears to be turning up the volume and there was no noise protection anymore. Overall, I think the advertisement was well-executed and the concept of the package design was brilliant.
b) Newly created copy for the packaging
Headline: Turn Down The Noise
Body Copy: Block Noise = Protect Ears
Call-to-Action: Try our earplugs to relieve your ears
The Ice Cream That Understands PMS
by Lim Shan May
a) Opinion about the packaging
This packaging design for ice cream shows consumers the mood of girls’ premenstrual syndrome. During that time of month, it is girls’ least favourite time and they will have different mood swings and cravings for comfort food. Therefore, using that idea of food is basically feelings, the packaging design and product are perfectly combined by Jones. This collection of ice cream uses color pastels and are printed with mood scale. The body copy and headline style are curiosity because people will be curious about the words on the packaging.
In my opinion, if I saw this on the market I will definitely purchase it. Ice creams usually are girls’ treat of the month so the product works really well with the packaging. The colours used are “tasty” and pastel which appeal to the target audiences. Although there’s no outstanding visuals, the words are simple short yet powerful enough to grab one’s eyes. The design is clean, minimal and modern which most young women would prefer. Overall, It is indeed a very clever and interesting execution. The copywriting is effective and the packaging is sustainable as well. As the ice cream are packed in glass containers and it comes in a collection, people would want to collect them.
b) Newly created copy for the packaging
Headline: The ice cream that knows your pain.
Body Copy: I hate everyone
Call-to-Action: Take me home.
Smirnoff Caipiroska
by Tan Jessy
a) Opinion about the packaging
The big idea of the advertisement is to promote the launching on Smirnoff Caipiroska, the brazilian drink that is popular worldwide. The design agency created bottles with the texture of the fruit for each flavours: lemon, passion fruit and berries with a diagonal perforation so that consumers could feel the unique experience of peeling a drink made of real fruits. The packaging provides a mysterious perception to the bottle of drink. The style of it is curiosity where consumers are curious what is hiding beneath the packaging.
In my opinion, the packaging is creative as it gives consumers the opportunity of peeling their own drink, this gives the consumer an idea that their drink is made of real fruits. Once the consumer peels off the fruit skin packaging, it reveals the logo beneath it. The packaging is unique and it stands out from their competitors. The advertisement does not include a body copy as the message was presented using visuals to show how they peel off the packaging. It is simple to understand from looking at the visuals.
b) Newly created copy for the packaging
Headline: Freshly peeled Smirnoff Caipiroska
Body Copy: Peel it for yourself.
Call-to-Action: ry out our three new flavours now!
Interesting Blub Packaging Design
by Yang Chee Kent
Source: Angelina Pischikova, 2018
a) Opinion about the packaging
The big idea of this packaging is to sell the bulbs in a creative form. The products are a very normal bulbs where people can get them in most of the electrical shops. However, this brand puts extra efforts on the packaging design in order for their products to stand out from the competitors. The packaging uses different insects design for different forms of bulbs. The front layout is designed with a window to show the product and the window is part of the insects graphic.
In my opinion, the layout of the packaging is well balanced on all sides. The front layout and design is very eye-catchy and it differentiates the brand from the other brands that sell the same products. The information on the sides are very neat and simple; using thin and clean lines, clear hierarchy of information, and graphic illustration. The overall visual of the packaging is very unique and outstanding.
b) Newly created copy for the packaging
Headline: As bright as the insects.
Body Copy: This packaging is to pay tribute to the insight of a great inventor, Edison, who believed that human can create light as fireflies do. The light bulbs come in a different forms and insect imageries!
Reference List / Picture Credit
- JWT (2006), image from http://directdaily.blogspot.com/2007/04/ford-ranger-extreme-matchbox.html
- Ogilvy and Mather (2016), image from https://campaignsoftheworld.com/outdoor/kfc-thailand-speed-packaging/
- Scholz and Friends (2012), image from https://www.adsoftheworld.com/media/direct/3m_the_3m_volumedown_packaging
- Parker Jones (2015), image from https://thedieline.com/blog/2015/4/9/concepts-we-wish-were-real?
- JWT (n.d.), image from https://www.boredpanda.com/creative-product-packaging-part2/?utm_source=google&utm_medium=organic&utm_campaign=organic
- Angelina Pischikova (2018), image from https://thedieline.com/blog/2018/4/30/the-dieline-awards-2018-cs-light-bulbs?
Comments
Post a Comment