(fonte: http://www.creativopercaso.it)
Come svecchiare l’immagine di un prodotto che, da almeno 30 anni, è l’immagine dei valori della famiglia tradizionale?
Semplice. Basta fare lo “spackaging” (definizione di Paolo Iabichino, direttore creativo di Ogilvy).
Tutto è cominciato dal nuovo pack e dalla nuova comunicazione del Mulino Bianco.
Mulino Bianco – il nuovo spot
Da quel momento, stiamo assistendo ad una turbolenta rivoluzione sugli scaffali dei supermercati.
Le nuove confezioni Mulino Bianco possono essere utilizzate come uno “Scarabeo di carta, burro e zucchero” permettendo di comporre parole e frasi più svariate.
Ovviamente il fenomeno, dal supermercato, si è prontamente diffuso in rete. Gli utenti si divertono a sfornare frasi che poco rispecchiano l’immacolata immagine del brand.
Qui un bel po’ di divertenti esempi.
Se invece si è troppo pigri per andare al supermercato, possiamo comunque divertirci con questo tool online: Generatore di cagate del Mulino Bianco .
Non so se l’agenzia creativa e la Barilla avessero previsto questo fenomeno.
Penso, però, che non tutto il mal viene per nuocere.
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