This week I noticed Coca Cola’s new summer 2013 campaign in the shops. I think this is a very clever idea, and can see consumers really buying into the idea of finding their friends, partners or a family members name on a Coca Cola product.
It represents the ‘personality’ behind the Coca Cola brand and the idea of sharing a coke with someone allows consumers to associate the product with socialising and having fun with someone special.
Robert Opie, has been collecting packaging and advertising and has put together an archive from the 1900s – 1990s.
Before the retail revolution food packaging in glass and cans were used primarily to preserve food and labels with information about the contents were put on glass containers or cans.
In the twentieth century supermarket chains replaced family-owned grocery stores and made food packaging an indispensable part of urban food culture and gradually, the label and the packaging became a means for promoting the food product.
Illustrative painted imagery embraces the packaging design before the 1930s to define the inside contents or brand identity, yet not truly an interpretation or an honest impression of the food product contents. It was after this that photography majorly shaped modernism allowing access to visual information, offering a higher degree of accuracy and in the twentieth century continued to assign the task of reproducing impressions of actuality realistically.
I put together a focus group in order to test the differences between Sainsbury’s Basics and By Sainsbury’s.
All those that were tested stated that the differences were marginal and all acknowledged that they would not pay more for one product over the other knowing there is little difference in taste and no difference in quantity between the two products.