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A bio-based hand cleaner that cleans oily, greasy hands without leaving hands dry and cracked, Muck Daddy is a range of products created for mechanics, automotive professionals, and any other professional for whom getting dirty is a prerequisite for the job. Muck Daddy wanted to help bring attention to that challenge, and their line of products’ ability to make their consumers’ lives easier. In a sea of corporate, mainstream competitors, the brand saw an opportunity to carve out a niche in the market and to bring some spirit into an otherwise dark category.
To address this unique challenge, CBA created the new brand from scratch, from naming and tone of voice to the identity system and accompanying design language, extending across packaging, web and collateral. The result is unlike anything else in the category: a bright, bold brand that penetrates the industry’s sea of sameness and makes good on its promise: “You muck up. We clean up.”
Our case study on the development of the Purina Beyond brand and package design system can be found HERE on our website.
This is not the first time the CBA group has won a Pentaward. Since 2010 CBA has won five Bronze awards, one of which CBA BE won for our work with DualSaw in 2011. The group has also received numerous Silver awards. And in 2013, CBA Paris won a Gold award for their work with Daddy, a consumer sugar brand in France. Needless to say, we are very proud of this recognition of our hard work with Purina Beyond and look to add more Pentawards in the future!
Within 28 years of existence, the Grand Prix Stratégies du Design prize list counts only creative work that arestill today high-standards for the design world, and which have contributed topromote it far beyond its borders.This year, the jury unanimously decidedto award an highly creative and in the air project with great potential: NUMA.The tight collaboration between CBA, Ogilvy Red and NUMA, the new face andplace of digital innovation and entrepreneurship in Paris got the highestrecognition, with the Grand Prix and two other awards : one for its namecreation, associating Numérique (digital in French) and Human, and one for itsvisual identity, which stands as an impactful brand and an open window onto theworld and opportunities.
Two other works of CBA were rewarded: K by Kronenbourg and its pop and fun graphic style received the 1st Prize in the
Branding & Packaging – Consumer Branding category, whereas la Maison Maille was praised for its refinement and the consistency of its global brandexperience, wining the 1st Prize in the Global Design category.
This overall success illustrate the new spirit and reality of CBA, which led to our repositioning last year : a better cross-over of ourdesign expertise, a strategic upstream involvement with visionary clients-partnerswho are game-changers in their fields, and a bold creativity which reveals theinner personality of powerful brands.
What is Will speaking on this time? A recent CBA Brand Engine package design success story for Infusion Brands : I Made It On Late Night TV! What’s Next?
“We’ve seen the late night infomercials. And then seen the product on shelf proudly saying, u0022As seen on TVu0022, and had a laugh. Well, this story will have you laughing and cheering as we bring you behind the scenes on how we helped DualSaw go from a late night infomercial success to a prime-time big box retail success in less than a year.”
Join us at The Drake Hotel in Chicago Wednesday October 23rd at 9:30am and hear the DualSaw business success story. It’s one you don’t want to miss.
Find out more information about The Packaging That Sells Conference
What will Will be speaking about, you ask?
He will be bringing a unique cultural perspective to a very thought-provoking problem in our industry: Bad Package Design is Everywhere.
The Americans think the Europeans have got it right. And the Europeans think the Americans have it right. Who’s right? Take an insightful look at the multicultural world of package design, and judge for yourself what is bad design and how we can avoid it. Learn the bad habits that lead to bad design and how to avoid them.
Have you fallen victim to bad habits? Have a story to share? Will could chat on this topic for hours. Sadly, he only has 45 minutes. Mark your calendar for Tuesday, June 25th at 3:45pm. This is one session you won’t want to miss. And since this is Summer in San Francisco bring your jacket and possibly an umbrella!
Learn more at The Dieline Package Design Conference.
Tweens, the new eldorado for cosmetic brands
Pre-teens or tweens have been behind hits such as Hannah Montana and Harry Potter. They thus showed advertisers that they had a high purchasing power, considered to be worth nearly USD43 billion in annual expenditure. Cosmetic brands have also followed this trend and now offer products that address this target, as evidenced by the success of fragrances by idols of the young such as Justin Bieber and Taylor Swift.
Wal-Mart, the U.S. retail giant, has replaced its collaboration with the Olsen twins by creating GeoGirl: a natural brand of skincare and make-up designed for 8 to 12 year olds.
Renewal of distribution channels
Beauty boxes: the new business model of e-commerce
In 2011, beauty boxes flooded the market, offering subscribers – for a fee of €13/month – a few samples or miniatures of beauty products delivered to their own home. These surprise packages allow subscribers to discover new brands and products, and also offer beauty tips in partnership with influential bloggers. The relationship with subscribers continues on the Net, via Facebook, YouTube and regularly updated forums. In return, brands obtain figures and opinions about their products, through surveys undertaken by users, but especially via their comments on blogs. Thus, less than a year after its launch, the pioneering GlossyBox already has more than 150,000 subscribers worldwide.
Digitization of points of sale
Digital technology also plays an increasing role in the cosmetics industry, to provide more services to brands and their consumers, and thus offer a more engaging and surprising shopping experience. After the well-known Realtime Make-Up Simulator by Shiseido, which is a virtual make-up tablet allowing consumers to try a product free and virtually by simply scanning its bar code, we can observe a clear emergence of virtual walls. Initiated by a large supermarket in Seoul, this technology is now used by the cosmetic industry: for example, Glamour magazine has created the Glamour Apothecary, a virtual pop-up store inviting passers-by to scan products from major manufacturers, make instant purchases and receive their shopping at home in the heart of the Meatpacking District in New York. In May 2012 in France, Carrefour launched a similar initiative by installing in its shops at La Madeleine and Gare de Lyon, a static panel presenting over 200 products from the new range Les Cosmétiques Design Paris, sold exclusively in Carrefour supermarkets. Passers-by are invited to scan the QR codes of the products of their choice to win one of 3,600 prizes in the form of vouchers for Les Cosmétiques Design Paris products.
All these initiatives are recent – less than a year for most – and it is clear that the cosmetic industry remains an innovative sector, even in times of financial crisis. The brands of the beauty industry have managed to renew what they offer by providing more engaging product or shopping experiences to consumers. All indications are that they will continue to surprise us in the coming years.
Mobility: or when the retailers come to you
Mobile restaurant concepts are emerging around the world. One example is Müvbox: a container that transforms into a restaurant for thirty or so people in 90 seconds. This solar powered mobile restaurant has been moving around the streets of Montreal’s Old Port for the past few years.
Munch Truck is a similar concept. With almost 2.5 billion people eating street food every day, but reluctant to compromise on quality, Americans have launched a gourmet food truck concept: ready-to-use trucks provided to restaurant chains, chefs, or simply cooking enthusiasts. The company offers people who hire its trucks the option of customising the vehicles in their corporate colours, provides promotional tools via social networks, helps them select sites, etc. A true turnkey concept that allows them to increase their ROI and visibility while reducing investment costs.
The connected restaurant
Some restaurants are using new technology to retain customers, surprise them and offer an increasingly better service. Following New York’s JFK and La Guardia airports, which have installed iPads allowing travellers to order their food remotely from participating retailers, it is now the turn of restaurants to offer touch pad menus: the so-called E la Carte Tablet. These allow customers to read the menu, order and pay for their food. During the meal, they can not only play games and do quizzes, allowing them to accumulate points that give them a discount on their bill, but also give their feedback on the restaurant.
In a similar vein, take a look at the Izkaya restaurant in Rotterdam, which offers interactive touch screen tables.
Experiential restaurants to create surprise
Some are pushing the customer experience further by creating an amusement park or treasure hunt atmosphere! One example is a restaurant in the chic district of Ginza, Japan, which immerses customers into the world of Alice in Wonderland. Diners are plunged into an imaginary and dreamlike world in which different rooms recall the environments of Carroll’s tale with psychedelic decor.
In Italy, a travel agency, Link Tours, organises Street Dinners. These travelling gastronomic events offer ephemeral dinners in the form of a treasure hunt for 60€, including: pre-dinner drink, table, 2 chairs, 2 menus to choose from, 2 Street Dinner T-shirts (so that the organisers can recognise you) and instructions on the evening programme with a street map. All this information is drip-fed by text messages, stating the place where the pre-dinner drink will be served and the establishment where you collect your table, chairs and meal. An hour before dinner, a further message finally reveals the location of this chic and informal picnic.
Sustainable and social restaurants
Sustainability is a requirement that no retailer can now escape. Acorn House, in the Shoreditch area of London, has been described in The Times as the most important restaurant to have opened in London in the past 200 years. The restaurant consists entirely of organic and recycled materials. It composts and recycles 100% of its waste, avoids buying from industrial farms, requires the highest livestock farming standards for its meat, uses green energy, buys fair trade products, never uses air freight for deliveries but has environmentally friendly containers running on bio-diesel, waste water purifiers, and its ingredients are for the most part produced locally! Real action taken seriously, with no details left to chance.
Some entrepreneurs are more interested in the individual and conduct more social activities. Restaurants like Lentil as Anything in Melbourne, SAME (So All Might Eat) Café in Denver, or Der Wiener Deevan in Vienna have established the “Pay as you want” concept: by appealing to their customers’ conscience, these restaurants advocate generosity and altruism, with some customers even spending a little more to buy meals for those who can’t afford them.
To conclude, beyond the examples mentioned above, a business cannot simply create surprise for the sake of it, develop technology for the sake of it or be sustainable for the sake of it… Any action, any concept, has to support a real, strong and unique brand vision.
Digital tools to promote storytelling
The Internet has widened the realm of possibilities and allows brands to tell full and detailed stories over the time. Dior, for instance has managed to arouse the interest of Internet users with its Lady Dior saga, orchestrated from the Internet. The success of this campaign was due to several factors: the saga used an Oscar-winning actress who was the brand’s muse – Marion Cotillard –, short films of high cinematographic quality directed and photographed by Lynch, Dahan, Leibovitz, Lindbergh, etc.), and episodes spaced out over 2 years which were located in 4 different cities. Dior proves that content and orchestration are the ingredients that create the contemporary myth of a luxury brand.
Social networks, creating an ever stronger link
Luxury brands have taken advantage of the opportunity offered by social networks. Burberry, which is very active on Facebook, thus had the idea of broadcasting its fashion show live on the social network, thus allowing Internet users to react to the brand in real time, by commenting on the show, and adding a “click-to-buyu0022 button sending them directly to an online sales platform. The brand also created a capsule collection to say thank you to its 3 million Facebook fans, which lifted it to the 1st position of most “likedu0022 brands on the social network.
We might also note that the Hyatt hotel chain offers a concierge service that is accessible 24/7 via its Twitter account, and which allows future, current and former clients of the hotel to ask questions, but also to book a table for dinner, or a spa session.
Finally, Jimmy Choo, the luxury shoe brand, orchestrated a treasure hunt through London using the Foursquare geolocalisation network, which allowed mobile users following the race to enter to win a pair of shoes via the operation’s “Catchachoou0022 Twitter account.
The experiential e-commerce
Luxury brands took a long time to think about how to handle e-commerce: How do you protect exclusivity, an essential element of their DNA? How do you compensate for the lack of a sales assistant? How do you communicate the brand emotional experience using a simple screen?
Some of them have started to address those challenges. Longchamp, for instance, offers a service for personalising its bags on its online shop, or Gucci, which is selling a pair of trainers exclusively via the iPad.
TagHeuer, the watchmaking brand, has developed a dedicated website for its prestigious Monaco V4. An iconographic section dramatizes the brand’s past, reveals the making of the watch, introduces the craftsmen and offers interviews of the TagHeuer team. The website also features a personal assistant to support the customer in his or her shopping decisions.
The digitalization of offline sales outlets
Luxury brands have become experts in integrating digital tools with their offline sales outlets, in order to push the brand experience further. Shiseido is innovating by offering the “Realtime Make-Up Simulatoru0022: a mirror which scans the client’s face, gives her personalised beauty advice (according to her type of skin, the shape of her face, of her eyes, etc.), and allows her to apply make-up virtually. Once the virtual make-up session is over, the device prints out a sheet of product recommendations for the client to go shopping with. A good case of innovative tryvertising!
As for Ralph Lauren, it has set up interactive screens outside its shops, which allow people to place orders without even going into the shop: clients select the articles they want to buy, place their order, enter their email address and their phone number, pay online once they have received an email or a reminder call, then the articles ordered are sent to them. As well as being an innovative purchasing tool, the screen attracts people’s attention and livens up the area by broadcasting Wimbledon tennis scores, Ralph Lauren fashion shows and the like. This tool thus allows the brand to increase the interest of existing clients and to attract new ones.
Having kept their distance from the digital world for a long time, luxury brands are now being innovative on the web, by continuing to make their visitors dream, and expanding the brand’s emotional experience. Yet we can still ask ourselves this question: is luxury still luxury in the digital world, or is it becoming a mass-market consumer product?
The Ramen Bar opens June 30 at 101 California Street, San Francisco.
CBA network has thus received two prestigious prizes during the handoverceremony which took place in Barcelona on September 21st.
The Gold Pentaward given to Daddy acts as a celebration of the brand’s wittycommunications, through a fun limited edition : icing sugar packs turned intoprisoners.
The Silver Penatward attributed to Callipo underlines the quality of the strategic and creativereinterpretation of the Italian brand, focused on an elegant revamp of the itshistoric distinctive graphic cues.
For more information, visit the Pentawards website.
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