Both a source of inspiration and an invaluable reference tool, Big Book of Packaging Prototypes provides a visual catalyst for the creation of exciting package designs. The diverse range of carton ...
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Spykes (www.spykeme.com/main.aspx) is a new alcohol product sold by Anheuser-Busch. Spykes comes in two-ounce bottles that are mildly reminiscent of nail polish bottles. The flavored concoctions (Spicy Mango, Hot Melons, Spicy Lime, and Hot Chocolate) of alcohol, caffeine, ginseng, and guarana are meant to be added to other drinks or beer for extra flavor and kick. Some news organizations ran stories on the negative public reaction to the bottles, because some citizens are concerned that the brand design and packaging are targeted at teenagers.
We asked a panel of experts—Rob Wallace, Amy Graver, Bill Wynkoop, and Aniko Hullner—two questions: What are some ways to avoid the negative public reaction in bringing out an adult product in colorful or fun packaging? Is the public reaction worth worrying about, because a negative reaction might be the same even if designers "toned down" the packaging?
Rob Wallace, managing partner of Wallace Church Inc., New York City
Can a fun and involving spirits brand be designed to target the 21+ consumer without attracting teens? Sure! The fact that today's teens are more visually literate and aspire more to sophisticated brands than ever before makes this a challenge. But the challenge can be met head on.
In my view, Spyke's specific identity misses the mark. The spiked icon and stylized "S" is already somewhat cliché, overplayed and less than adult-sophisticated. In an effort to reach urbane, contemporary, and elite club-goers—and therefore disenfranchise teens—brands need to move to the level of the unexpected and the undiscovered!
Amy Graver, president of Elements, LLC, New Haven, CT
Prior to a product going to market, there's no foolproof way to anticipate a negative public reaction to its packaging (focus groups don't always reveal any issues). After the product is in the market, little can be done to manage perception problems.
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