Popular Posts

  • Yeh Toh Bada Toing Hai...
    As I opened my mail in the morning, I find this news on agencyfaqs . The wise men of ASCI have decided that the 'Amul Macho advertisemen...
  • Flash Promos Ki Khareed Mein Samajhdaari Hai?
    When Flash Brands/ branding is here, would flash promos be far behind. Flash promos are single day promotional(invariably price-off) offers...
  • Pi-shaped Talent
    As I wade through the workplace, transitioning from agency planning work to consultant work there are interesting shifts that are taking pla...
  • Crowdcasting - The Wisdom Of Crowds
    In the latest issue of Business 2.0, came across this new concept - Crowdcasting! Actually, a while ago in his best-selling book, The Wisdo...
  • Browsing the Newspaper, Reading the Net
    Everyday I feel, there is a war out there between the two media worlds that I am familiar with - the off-line and the on-line. NRS 06 says p...
  • What makes the Global Indian Manager Tick?
    Offline or online, India seems to be the flavour of the year/ decade! At least the select media that I manage to consume suggests so! As alw...
  • Goafest - Bajate Raho!!
    There was a huge ruckus created in the Indian advertisingscape over an article by afaqs Sreekant Khandekar on wednesday. Read the 'Rant ...
  • Agency 2.0 : Refresh to Rule
    Many of us know of the zen story of a pompous student who goes to the zen master for learning. Instead of listening, the student starts blow...
  • Creating Change Not Just Measuring It
    I had a very stimulating discussion/ cathartic thought flow/ exchange with Uber at ThotBlurb( specifically at thotblurbed # 28) on who is a...
  • Happy Birthday Mr. Bachchan
    It's Neo's bday today! And he shares it with Big B. Like most of us, Amitabh Bachchan has been an integral part of our growing up ye...

Friday, June 8

And Now User Generated Packaging

While the cola company is facing trouble in India, internationally it's embracing a design over-drive...Read a report in the ET today. Some pointers from the article!

1. Pepsi has changed it's design a mere 10 times in the last 109 years but it's ready to change it 35 times in the next 12 months!!

It reminds me of Alex Bogusky's comment that today the strength of brands is driven not by consistency but by surprise.

2. The designs include images relating to cars, music, fashion. the work being inspired by consumer 'passion points'.

3. After UGC(user-generated-content) now it's the turn of user-generated-packaging. In the US, Pepsi is launching a 'Design our Pepsi can' contest. Consumers get to submit their designs and even judge the designs of others based on a set of criteria set by Pepsi.

Packaging has always been one of the neglected, rigid and under-tapped areas of marketing. Hopefully, things will change fast. How will it impact the design companies though:-)

And what will happen to the Sacred Brand Manual? And clients and agency guys whose sole job was/ is to ensure the strictest adherence to the logo regime!!

Looks like in the future many logos will have the elasticity, the quirkiness and the topicality of the MTV logo!
Posted by at
Labels: , , , ,

No comments:

Post a Comment

Subscribe to: Post Comments (Atom)