This poster was designed to promote our tattooed Sac.
Check out Shawn's Blog for comments and feedback.
The Mother's Day 2009 window poster.
Shawn started posting the window posters on his blog to get your feedback. He has really established a standard that gives us outstanding feedback from you. According to your opinion, this image is extremely sexist. Our goal was not to be sexist, but to catch your attention. I think we were successful. To read all the opinions of the LoveSacer's check out Shawn's Blog.
The new site is up and running with 10 new LoveSac shirts to choose from.
LoveSac is hosting a March Madness challenge to win one of two Sacs or one of our newly designed t-shirts. The top three scores on LoveSac's Tournament Challenge win prizes. It is free to enter! Check out: http://www.lovesac.com/march_madness.asp. Invite your friends, it should be a lot of fun! You just need to enter the group LoveSac with the password LOVESAC (case sensitive).
Despite scrapping a new design introduced in January for its cartons, Tropicana will continue to run the ad campaign heralding the change.
IT took 24 years, but PepsiCo now has its own version of New Coke.
The PepsiCo Americas Beverages division of PepsiCo is bowing to public demand and scrapping the changes made to a flagship product, Tropicana Pure Premium orange juice. Redesigned packaging that was introduced in early January is being discontinued, executives plan to announce on Monday, and the previous version will be brought back in the next month.
Also returning will be the longtime Tropicana brand symbol, an orange from which a straw protrudes. The symbol, meant to evoke fresh taste, had been supplanted on the new packages by a glass of orange juice.
The about-face comes after consumers complained about the makeover in letters, e-mail messages and telephone calls and clamored for a return of the original look.
Some of those commenting described the new packaging as “ugly” or “stupid,” and resembling “a generic bargain brand” or a “store brand.”
“Do any of these package-design people actually shop for orange juice?” the writer of one e-mail message asked rhetorically. “Because I do, and the new cartons stink.”
Others described the redesign as making it more difficult to distinguish among the varieties of Tropicana or differentiate Tropicana from other orange juices.
Such attention is becoming increasingly common as interactive technologies enable consumers to rapidly convey opinions to marketers.
“You used to wait to go to the water cooler or a cocktail party to talk over something,” said Richard Laermer, chief executive at RLM Public Relations in New York.
“Now, every minute is a cocktail party,” he added. “You write an e-mail and in an hour, you’ve got a fan base agreeing with you.”
That ability to share brickbats or bouquets with other consumers is important because it facilitates the formation of ad hoc groups, more likely to be listened to than individuals.
“There will always be people complaining, and always be people complaining about the complainers,” said Peter Shankman, a public relations executive who specializes in social media. “But this makes it easier to put us together.”
The phenomenon was on display last week when users of Facebook complained about changes to the Web site’s terms of service using methods that included, yes, groups on facebook.com. Facebook yielded to the protests and reverted to its original contract with users.
And in November, many consumers who used Twitter to criticize an ad for Motrin pain reliever received responses within 48 hours from the brand’s maker, a unit of Johnson & Johnson, which apologized for the ad and told them it had been withdrawn.
“Twitter is the ultimate focus group,” Mr. Shankman said. “I can post something and in a minute get feedback from 700 people around the world, giving me their real opinions.”
Neil Campbell, president at Tropicana North America in Chicago, part of PepsiCo Americas Beverages, acknowledged that consumers can communicate with marketers “more readily and more quickly” than ever. “For companies that put consumers at the center of what they do,” he said, “it’s a good thing.”
It was not the volume of the outcries that led to the corporate change of heart, Mr. Campbell said, because “it was a fraction of a percent of the people who buy the product.”
Rather, the criticism is being heeded because it came, Mr. Campbell said in a telephone interview on Friday, from some of “our most loyal consumers.”
“We underestimated the deep emotional bond” they had with the original packaging, he added. “Those consumers are very important to us, so we responded.”
Among those who underestimated that bond was Mr. Campbell himself. In an interview last month to discuss the new packaging, he said, “The straw and orange have been there for a long time, but people have not necessarily had a huge connection to them.”
Reminded of that on Friday, Mr. Campbell said: “What we didn’t get was the passion this very loyal small group of consumers have. That wasn’t something that came out in the research.”
An ad campaign for Tropicana that helped herald the redesigned cartons, also introduced last month, will continue to run, Mr. Campbell said. Print and outdoor ads that have already appeared will not be changed, he added, but future elements of the campaign — like commercials, due in March — would be updated.
Unlike the packaging, the campaign has drawn praise, particularly for including in its family imagery several photographs of fathers and children hugging. Such dad-centric images are rare in food ads.
The campaign, which carries the theme “Squeeze it’s a natural,” was created by Arnell in New York, part of the Omnicom Group. Arnell also created the new version of the Tropicana packaging.
“Tropicana is doing exactly what they should be doing,” Peter Arnell, chairman and chief creative officer at Arnell, said in a separate telephone interview on Friday.
“I’m incredibly surprised by the reaction,” he added, referring to the complaints about his agency’s design work, but “I’m glad Tropicana is getting this kind of attention.”
In fact, Tropicana plans to contact “everyone who called or wrote us” to express opinions, Mr. Campbell said, “and explain to them we’re making the change.”
Tropicana is among several PepsiCo brands whose packaging and logos have been recently redesigned by Arnell. The new logo the agency produced for Pepsi-Cola has been the subject of comments by ad bloggers who perceive a resemblance to the logo for the Barack Obama presidential campaign.
The bloggers have also buzzed about a document outlining the creation of the Pepsi-Cola logo, which appears to have been written by Arnell for PepsiCo executives; Mr. Arnell has declined to comment on the authenticity of the document, which is titled “Breathtaking Design Strategy” and is written in grandiose language.
One aspect of the new Tropicana packaging is being salvaged: plastic caps for the cartons, also designed by Arnell, that are shaped and colored like oranges.
Those caps will be used, Mr. Campbell said, for cartons of Trop 50, a variety of Tropicana with less sugar and calories that is to be introduced soon.
During the interview last month, Mr. Campbell said that Tropicana would spend more than $35 million on the “Squeeze” campaign. Although he declined on Friday to discuss how much it would cost to scrap the new packaging and bring back the previous design, he said the amount “isn’t significant.”
The process began with a brainstorm session. Our goal is to create an image, for our store windows, that is "remarkable". In the brainstorming session the idea was generated to have an Easter Bunny getting a haircut. That "bunny phur" would then be used as the Easter Sac cover package. The tagline was then coined "Made from real Easter Bunny Phur".
The first thing I did was order the Easter Bunny costume and some extra phur that I can cut up and use as hair shavings. BuyCostumes.com delivered the costume very quickly.
The back drop (brick wall) of where I will put the chair to shoot the scene. I will PhotoShop in any retro elements that I feel are needed.
The next step was to book our photographer, Roger Hagadone. Roger is an awesome photographer who specializes in these types of campy shots. He is also a wonderful photographer to work with and always finds ways to improve the overall image and concept. Check out his website: Roger Hagadone.
Hired Phil to be our Barber for the shoot.
I then did some research for props. The barber shop that we will be shooting at is willing to let us use anything we would like, but I wanted to make sure we have access to anything that we might think of. I ordered several props from Atlanta Barber and Beauty Supply.
We had another meeting about the promotion and Shawn had the idea to use a creepy man with ears on his head rather than an Easter Bunny outfit. I wasn't 100% on board with this idea but decided we could do both the costume and the man and see which we liked better. The costume came with the ears too so this is at no additional expense.
Now I needed to post an ad for a creepy-looking man with facial hair to use as a model. This didn't come as easily as the barber. After 4 days of submissions I think I have my man. What do you think? I will most likely book him on Tuesday when I get back to the office. The last few things I need to do before the shoot are: make compositional sketches; book hair and makeup; organize the fine details; and make it all happen. I will post a follow-up under Easter Promotional, Part II.
Jon Foreman of Switchfoot (left) and Sean Watkins of Nickel Creek (right) make up the Fiction Family.
I posted this not only because I love their music but also because I really like the artwork for the album and campaign, Fiction Family. The colors are great and the look has that retro feel that I really like. Check it out and let me know what you think. "When She's Near" is currently available as a free download on their site.
The Obama design process
The Obama design process