COGS OF INDUSTRY
This weekend marks one year since the legislation enforcing plain cigarette packaging was introduced in Australia. With packaging a key tool for smoking brands to get new customers, campaigners argue that plain packs would deter individuals to start. And a study from The Times has suggested plain packs can actually influence smokers to quit, with smokers thinking the cigarettes taste worse. Some government members and health campaigners in the UK are insisting on the introduction of plain cigarette packaging here sooner rather than later. And an independent inquiry into the policy has just been announced.
A splash of colour can be a welcome sight on a wintery city day. Laura Hussey (partner and creative director at SomeOne) asks why, when colour is emotive, do brands limit themselves to restricted palettes? 95% of the world’s top 100 brands use only one or two colours in their branding. Vibrant brands that Hussey believes have got it right include Google, eBay, Oxfam and London 2012. But also those brands that bring colour through their tone of voice and actions: Marmite and Innocent.
Frostine’s is a line of cosmetics – or ‘icemetics’ – whose active ingredients kick in when chilled, developed with the proposition that cold temperatures improve the health of skin. The packaging uses frosted substrate and icy cool colours to emphasise this innovative product benefit, but we are especially taken with the unusual bottle structure; seemingly a traditional drinks bottle with the cosmetic pump protected inside. The result is a line that balances a quirkiness and individuality, whilst still looking sleek within the premium cosmetic category.
This week Pharrell Williams’ newest release went viral as the world’s first 24-hour long music video. The song, ‘Happy’, is infectiously uplifting and the interactive microsite supporting the video acts as a great touchpoint for fans. Viewers are able to take control over which period of time they watch, experiencing a day in the life of LA and doing a bit of celebrity spotting along the way (Jamie Foxx, Steve Carell and of course Pharrell himself whose appearance marks the turn of an hour). We’re not suggesting you watch the whole thing, as this guy did, but if you haven’t watched a bit yet it’s a sure fire Friday treat.
NAME THAT BRAND
And then, if you fancy the challenge, play the full game right here.