Daisy Sour Cream has supposedly been offering Fresh Thinking on their foil seals for several years, but I just noticed it, and was pleasantly surprised. They took an opportunity to create a front-of-house experience when I was expecting a back-of-house experience. They’ve used printing technology to enable a richer experience: they aren’t simply reinforcing their logo after you’ve already purchased; they are providing content that plays emotionally at the most emotional point of usage – when the product is first opened (I’d suggest the multisensory stimulus and associated anticipation is more emotional than eating it, even).
The foil seals on our containers do have a functional purpose – to keep our products their absolute freshest and safest for our consumers. But we wanted them to do more than that. So a few years ago, we created our “Fresh Thinking” foil seals, featuring uplifting, positive thoughts from Daisy. We hope you enjoy reading them as much as we do creating them.
Previously:
- Observational Ephemera
- Swallowing innovation
- What Is The Loon Smoking?
- Fruit 2.0
- Vernacular design – where form ignores function
Tags: branding, daisy, design, experience, fresh thinking, packaging, printing, sour cream
I had no idea! This might make me buy Daisy the next time. I’m a sucker for a packaging surprise.
Comment by bb 01.09.09 @ 9:36 amI can’t believe they’ve been doing this for a while now; I know we’ve had Daisy recently so maybe I just didn’t handle the opening duties or something.
Comment by Steve Portigal 01.09.09 @ 9:49 am