Monthly Roundup – February 2019
Posted on March 05 2019
Welcome back to the Trident Monthly round-up!
The aim of these monthly posts is to keep you abreast of all the weird and wonderful news and insights to come out of the world of marketing. Every month, our team will pick our favourite campaigns, brand insights and marketing trends that you can use to enhance your marketing knowledge or even as inspiration to delight your audience.
So let’s get cracking with our top stories from February:
The brand is going through its “largest packaging redesign ever” across the brand’s European portfolio.
The aim is to “return Kellogg’s to its status as the leader of the category”, according to Landor, with a “contemporary” and “clean” new look that is “instantly recognisable”. The new “simplified” design aims to provide greater clarity, making the packaging easier to recognise as a Kellogg’s product.
The old packaging was “muddled” and sent out “mixed messaging”, which meant the brand was “losing its identity”. The redesign looks to put a focus back on “natural grains”.
A “wider” and “bolder” colour palette has been introduced across the range, to help the products “stand out on shelf”, the studio says.
The new cereal packaging is being rolled out gradually in supermarkets across the UK and European markets, starting with Kellogg’s Corn Flakes, followed by other cereals.
Source: Design Week
Volvo shows the power of Print Marketing
Volvo Car UK is continuing the fight for the ocean’s future with a new children’s book. ‘The Day the Ocean Went Away’ is thematically linked to Volvo’s latest Sky Atlantic film ‘The Unseen Ocean’, which tells the true story of primary school teacher Tom Franklin, who also runs ‘City Kids Surfing’, a programme that teaches children to swim and surf while educating them about the environment.
‘The Day the Ocean Went Away’ supports Volvo Cars’ global initiative to fight plastic pollution and improve sustainability practices, both in its cars and in the wider world. By 2025, it aims for at least 25% of the plastics in its newly launched cars to be made from recycled materials and to make its global manufacturing operations climate-neutral.
This a great tactile way for the Swedish brand to take their Corporate Social Responsibility into the homes of people. Rather than just having a website or page on their website for this, they will be giving this out to their customers, who are usually mums and dads with young children, so this is perfect for their target audience!
Source: The Drum
Brands take part in the Year of the Pig
February marked the Chinese New Year, which is an important festival that celebrates the beginning of the new year on the traditional Chinese calendar.
Brands such as Coca Cola, Starbucks and Johnnie Walker also got involved with their own take on packaging and design.
We picked out the whisky brands’ effort particularly as it manages to bring a feel of the ‘Far East’ in a very eye-catching manner, but still retaining the typical look and feel of a JW whiskey bottle. A well-executed design overall!
Comic Relief rebrands
Comic Relief and Red Nose Day have been rebranded, in a bid to “re-energise” the charity and eliminate confusion around the charity and the fundraiser.
The two new logos take on the same style, of a sans-serif, white typeface set inside a block colour shape – a square with curved corners for Comic Relief, and a circle for Red Nose Day. The core colour palette is black, white and red for both brands.
Animated versions of the logo have been created for broadcast and digital use, which includes an extended colour palette of yellow, green, light blue, navy blue, purple and pink.
This is the first time Comic Relief has been rebranded since it began 31 years ago, with the previous identity being made up of a circle with a drop shadow, and the name set in a sans-serif typeface at the centre of it, with a red circle used to create the “O” in “Comic”, indicating the well-known red nose.
Source: Design Week
Game of Thrones and Oreo fans rejoice
Fans of the fantasy smash hit Game of Thrones have been on ice for the last couple years waiting for the 8th and final season which is set to debut this upcoming April. Needless to say, they’re fired up to see how the battle for the Iron Throne shakes out.
As part of the final season’s premiere, Nabisco is releasing a “Game of Thrones” themed Oreo package. First leaked by Instagram account The Junk Food Aisle and later confirmed by Oreo with a teaser video, the black packaging features the brand name in the usual, stylized Trajan typeface used for the show along with the names of several Houses such as Lannister and Stark, in the background. In the center sits a cookie upon the Iron Throne, because duh.
Overall, the package looks like it would fit right in a supermarket in the King’s Landing. Well, if the fictional city had supermarkets.
Source: The Dieline
Written by Rahul Sharma
Junior Account Manager at Trident
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