Results for articles with tag 'cool' (2 total)
08/06/2024 10:12:05 AM 
The downside of mass is that you lose your cool pretty fast. While domestics have experimented with more upscale/premium lines and a little bit of packaging innovation, they haven't really exploited the opportunities that exist with packaging. With the US design and art community often seen as being at the forefront of trends, it seems an obvious opportunity for the big domestics to work with these guys.
Heineken in Europe has done a lot of the work in this space, with the latest being a collaboration with Parisian packaging design legend Ora-Ito.
Of course, the other mass brand to do lots of cool stuff with graphic designers, was Coke.
Packaging seems like such an easy way for a mass brand to do something interesting and surgical to push into cooler spaces.
Posted by Ed Cotton
12/04/2024 11:39:28 PM (2)
(2) The coolest brands don’t have to try hard because cool is part of their DNA, they are used by the right people and seem to find themselves in the right places.
It’s all so natural and seamless there’s nothing forced about it.
The brand just is.
Then there are brands that try to buy cool.
They force open the doors, offer everyone piles of cash and hope that the name association of other people’s cool rubs off on the brand.
Trying too hard to be cool makes you a pretender and a poser.
The cool people won’t find you interesting, they may show up to your parties and drink your free booze, but they won’t use your product,
In fact, you may find many of the free products you gave them, unused and still in their nice boxes in said cool people's desk drawers.
Zune maybe doing some great stuff- cool, beautiful ads, great work with artists, fantastic parties, but it can’t rely on others to make it interesting, it needs to be interesting itself.
Zune can do this by doing some interesting and sadly we’ve yet to see it, but…….
Posted by Ed Cotton
Articles for tag cool (2 total).