Commissioned by Food & Beverage Innovation Forum (FBIF), Marking Awards 2017 is a global packaging design competition which aims to gather world-class designers, promote creative and practical designs, find out the future talents, drive deeper communications, and share resources among food & beverage packaging design lovers. For more information, please click: Marking Awards 2017 - The Annual Festival of F&B Package Design
其他
Multiplied by 4600%, The Freshest Orange Juice Branding the Time
▲ Click "FBIF食品饮料创新" in blue to follow.
Reply number "1" to join in F&B WeChat Group.
What makes this campaign interesting is that the supermarket do not simply label its orange juice with the time it was bottled, but went further by branding the time itself. Magnifique packaging shows self-contradictory statement which makes this campaign noteworthy; strong brands are supposed to be consistent.
The Orange Juices, which are being sold for €1.50 a bottle and marketed as Le Jus Plus Frais are produced and labelled in store.
The brand offers consumers a product that is both good and at the best price,” the group commented on its blog.
Mr. Food: Here is the Video
https://v.qq.com/txp/iframe/player.html?vid=q016257c6fe&width=500&height=375&auto=0
Creative: Instead of selling fresh orange juice under single brand name, Intermarché branding the exact time that the juice was squeezed, it means customers can buy a bottle of ‘10:45’ or ‘13:37’. The labels on the bottles play on heritage branding : ‘Its recipe has been jealously guarded and often copied but never equalled since 15.32’ or ‘A unique juice whose freshness has been appreciated since 9.45.’
The branding concept created by Paris based agency #Marcel who took the credit for the previous multi-award winning Inglorious Fruits and Vegetables campaign, which sought to emphasise the retailer’s quality credentials by recognising the value of misshapen or ‘ugly’ fresh produce.
Mr. Food: see what's in the label. All I know is "9:45"
Source: www.linkedin.com/pulse
Published by Baris Gencel, Baris Gencel Creative Director of Branded Content | Two Swords Samurai
/ Read More /
click the image to read
▲Be Simple - Beverage Trends for 2017
▲FBIF2017: Global Innovation, Powering Future
/ WeChat Group /
Long Press this QR Code to follow "FBIF食品饮料创新"; reply number "1" to join Packaging, Marketing, Functional Foods , Dairy, Beverage, Snacks, R&D WeChat groups (Group members include seniors from Nestle, Coca-Cola, PepsiCo, AB-InBev, Yili, Mengniu, Master Kong and Nongfu Spring etc.)
Read more to check out more articles