And as my friends in the industry will attest, I also believe that the time, creativity and resources spent on the package are the most cost efficient way to communicate the values of your brand to the consumer. Now off the soapbox!
Conveniently, the folks from Sweet’N Low, Mother New York, and the illustrator Nate Duval have given me an appropriate follow up to the previous post about the groundbreaking use of the Absolut package as a central brand building vehicle for all forms of its communication.
Haven’t you looked at the sweetener bowl on a restaurant table and known immediately what the little pink packs were? Don’t even need to read it or see the logo, right? The folks from Mother realized that this classic pink Sweet ‘n Low pack has, in its own way, the same iconic status as the Absolute bottle.
Their new campaign infuses that status with a wonderful playful imagery. It will be interesting to see over time how they build on this visual foundation. The folks at Absolut were able to do it for decades, but this is a great start . . . with just a simple and unmistakable reference to the package.