It’s not what it says on the tin

Here’s a bizarre one that I stumbled across the other day.

It’s obviously key for brands to communicate instantly what they are and how they benefit the consumer, so it’s quite confusing to see a brand that’s pushing the opposite and trying to reinforce what it’s not.

They pitch it as ‘The world’s first zero carb, zero alcohol, zero taste… beer.’ but is it trying NOT to be a beer, or trying TO be a credible water?

Interesting proposition, but I wonder if this is a ‘Simpsonesque’ joke that will wear off quite quickly?

#BrandDesign, #PackagingDesign, #Packaging, #Marketing

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