The other day i was food shopping with my mum, and witnessed (not for the first time i have to say) an impulse purchase, something that my mum seems to be especially good at. It wasn't just the purchase of the cute little dessert that interested me, but more the seduction, persuasiveness and effectiveness of the well crafted packaging, that initiated my mums tunnel vision - the light at the end being the checkout.
The other day i was food shopping with my mum, and witnessed (not for the first time i have to say) an impulse purchase, something that my mum seems to be especially good at. It wasn't just the purchase of the cute little dessert that interested me, but more the seduction, persuasiveness and effectiveness of the well crafted packaging, that initiated my mums tunnel vision - the light at the end being the checkout.
As i mentioned previously the culprit was a dessert. Visually, the packaging is very appealing, clean and seductive. As the picture shows, half of the box is taken up with an enticing image showing one of the "flirty little lemon shots" with a pristine looking lemon in the background, suggesting the purity of the brand and the contents.
The other half is just as eye catching but in a different way. The 'Frü' name appears in bold black script and is set against a pure white background, which really makes it stand out. There is a definite poshness about the packaging, but not in an off-putting kind of way. The packaging also has a strange ability to convince you that, you ought to treat yourself every now and again, and this is what you should buy to treat yourself.
On the back of the box, you'll find a nice tongue-in-cheek description of the puds. They are described as 'easy peasy lemon cheesy' and 'zingy little beauties' which taste 'multo frü-tissimo!. This playful style is continued within the logo as not only does the umlauted U is representing that 'uuummm' factor when you taste the pud but also reflects the cheeky personality of the brand. All in all, a good little piece of packaging.
4 comments:
Huummm, well i have to admit that if i was dessert shopping, i would probably go for these - depending on the price of course. i think it would as you said be an impulse buy that i would purchase purely because of the 'flirty lemon shots' line. hate to say it but im a sucker for anything that is a little bit fun....
Your mum's not the only one; just looking at it is making me hungry. It does make you realise how important packaging can be when you get it right. I have just had a quick look at their website and that fits in with this whole fun but premium product thing. I wonder who has designed all of their marketing.
good find mr blezzard, very neat packaging. Looks cool, clean and fresh. I like the use of the dots on top of the 'u' (is it called an umlout?) that create a smily face, reminds me of the innocent smoothie logo.
I find the copy especially interesting. It iss obvious that they have spent a lot of time creating it and it is time well spent. I would say that the image and the 'crisp' packaging is veery nice indeed, but the copy is what making me buy into it. Who is the target group? Is it women, wanting to have a pudding that wont show up on the scale back home?
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