Don’t Call it Re-Branding
Leafing through the pages – digital or otherwise – of Ad Age, AdFreak, Creativity-Online, or any of the myriad publications committed to brand marketing reporting (the ‘good’, the ‘bad’ and ‘ugly’ side of the industry), you’re likely to run into a couple of things. First of all, you’re bound to see outsourced “Euro-ads” overexerting their own provocative status (fodder for another post altogether). Secondly, you’ll find brands that take their packaging as seriously as they take their creative.
This trend, one that positions product label as ad creative, seems to be gaining steam amongst many prominent brands. Marketers are taking their branding and turning it into something more. Between Five Bells, Coca-Cola and Hennessy Cognac are among the companies that have embraced this concept. Furthermore, in certain cases, they even use their own labels to educate their consumers.
Between Five Bells, a boutique Australian winery, has turned their labels into infographics showing consumers exactly how their product is made.