All adults know: healthy eating is important. The organic supermarket chain Fresh`N´Friends benefits from that situation. There is just one small problem: kids hate healthy food but they love sweets. Actually, that´s even a big problem. In Germany every fifth child is overweight. “Instead of calling attention to that problem with a traditional ad campaign we chose to solve the problem.”
The solution was a new product: fruit figures. “To make fruits as appealing as sweets for kids we designed fruit arrangements that suit children. Boring fruits were designed in shape of teddy bears, kittens, flowers – all the things kids love.” Just like ordinary fruit salads the fruit figures were sealed, put in a tray and sold in Fresh´N´Friends stores.
Additionally, they were promoted with advertising specifically targeted at parents and their kids – direct mailings, email newsletters and posters. In order to involve the kids directly in the campaign a contest was started. We placed cut-out sheets in every package. So the kids could make their own fruit figures by hand. They also could design them digitally on the Fresh`N´Friends website. All ideas were published and judged online. The figure with the most votes was added to the product range. Over 3,500 designs from children were submitted. The rabbit figure of five-year-old Dario got the most votes and was therefore added to the product range.
Advertising Agency: Scholz & Friends, Berlin, Germany
Creative Director: Martin Pross, Matthias Spaetgens, Wolf Schneider, Mathias Rebmann, Florian Schwalme
Art Director: Alexander Doepel, Sandra Krebs, Bjoern Kernspeckt, René Gebhardt, Loic Sattler, Jinhi Kim
Photographer: Attila Hartwig
Graphics: Peter Schoenherr, Simon Rossow
Panasonic marketed their RP-HJE 130 Stereo Earphones in Europe with a new packaging designed to showcase the product’s unique sound quality. The earphones are packaged inside a special box in the shape of two quavers or eighth notes. The packaging won a Gold Design Lion at Cannes International Advertising Festival 2010 for packaging design.
The selection of earphones is huge and the products are often interchangeable. Only a packaging with a clear visual idea is able to stand out at the market among the generic packagings of the competition.
The brief was to design a new packaging for the Stereo Earphones RP-HJE 130 that clearly communicates the product benefit: the unique sound quality. The packaging design has to appeal to a target group that usually owns well-designed high-class mp3 players. The packaging uses the universal symbol for music: the note. By specially arranging the earphones inside a special box they appear to look like two eighth notes. So the earphones show at first sight for whom they are made: for passionate music lovers.
The new packaging was met with positive reactions from retailers and clients because it clearly stood out from the generic packaging of the competition. As such it helped to attract new target groups for Panason
Advertising Agency: SCHOLZ & FRIENDS Berlin
Executive Creative Director: Martin Pross/Matthias Spaetgens
Creative Director: Michael Winterhagen
Art Director: Walter Ziegler/Philipp Weber
Copywriter: Felix John