Printing Innovation Asia Issue 3 2021
56 that: Seven in ten people agree that using the word ‘normal’ on product packaging and advertising has a negative impact. For younger people – those aged 18-35 – this rises to eight in ten.
McDonald’s rolls out new “playful” packaging globally McDonald’s has announced that it will be introducing new packaging to be implemented globally. The packaging will sport a modern, refreshing, and playful feel. At the end of 2020, McDonald’s announced its “new global packaging system” which aims to unify branding in markets all over the world. The packaging rollout is expected to complete globally over the next 24 months.
For example, blue waves on the FiletO-Fish burger, and melting cheese on the Quarter Pounder burger with cheese. The entire packaging, from wrapper, clamshell box, and pack is meant to be simple, but identifiable. Unilever to drop ‘normal’ in packaging Unilever has announced that it will be eliminating the word ‘normal’ from
In addition to removing the word ‘normal’, Unilever said it will not digitally alter a person’s body shape, size, proportion or skin colour in its brand advertising. It also committed to increasing advertisements portraying people from diverse groups who are under-represented. “With more consumers than ever rewarding brands which take action on the social and environmental issues they care about, we believe that Positive Beauty will make us a stronger, and more successful business,” said Sunny Jain, President Beauty & Personal Care.
The packaging project was done by creative agency Pearlfisher, which has bases in the US and Europe. According to Pearlfisher, it “evolved the brand’s design system away from prominent on-pack messaging, cooking up graphic representations of their iconic menu items instead”. The new designs veered away from McDonald’s previously prominent on-pack messaging, to implementing graphic representations of the iconic menu items instead.
packaging of its beauty products. The company will also eliminate the word from its advertising. The move is part of its new ‘Positive Beauty’ vision and strategy. Beauty and personal care brands that will be affected by the move include Dove, Lifebuoy, Axe and Sunsilk. The decision to remove ‘normal’ is one of the initiatives to signify a new era of inclusive beauty. It comes as global research as using the word ‘normal’ to describe hair or skin, makes most people feel excluded. Commissioned by Unilever, the 10,000-person study was conducted across nine countries. It found
In addition to removing the word ‘normal’, Unilever will not digitally alter a person’s body shape, size, proportion or skin colour in its brand advertising, and will increase the number of advertisements portraying people from diverse groups who are under-represented. Positive Beauty follows the launch of Clean Future, the sustainable business strategy of Unilever’s Home Care Division in September 2020, and Future Foods, the sustainable business strategy of Unilever’s Foods & Refreshment Division in November 2020.
