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Thursday, February 9, 2012
Nostalgic or “retro” packaging designs are meant to lure in buyers by conjuring up fond memories and associating those memories with their product. A particular pattern or look on a bottle can capture an era or the emotion of a moment. Movies do this too! Some of The Academy Award’s Best Picture contenders prove that the packaging industry isn’t the only group to capitalize on nostalgia. Have a bit of fun below, reading as I match each bottle product with its nostalgic cinema counterpart.
The Help and Ben Shaws
Set in the 1960s, The Help depicts the life of an African-American woman working as house-help in Mississippi. The film is nostalgic in its setting but also in the sense of recalling what so many endured through the years leading to the Civil Rights Movement.
It wouldn't seem out of place to see a can of Ben Shaws (first canned in 1959) captured in a scene from the film. The period-perfect flavored sodas (Cream Soda, Dandelion & Burlock, Bitter Shandy and Cloudy Lemonade) are adorned with authentic black and white photos of that time, capturing what many (people who obviously lead different lives than those portrayed in The Help) remember as “the good old days.”
Midnight in Paris and Prada fragrances
Midnight in Paris embodies nostalgia naturally, through the protagonist who dreams of living in times past. SPOILER ALERT: Lucky for him, the city of Paris gets magical at midnight, allowing the dreamer to actually experience the sparkle and allure of the 1920s (did I mention that he gets to hang out with F. Scott Fitzgerald and Ernest Hemingway?).
What captures the flapper mentality better than a large, glamorous bottle of perfume, accessorized by the all-important bulb atomizer? Nothing I can think of. Prada keeps the lively decade alive, allowing women to experience the freedom and excitement of the period yet still enjoy the conveniences of being a modern woman, all done through packaging in a square glass bottle. Not to mention, the perfect "puff" of perfume we've all been looking for that the classic 20s bulb atomizer offers. (That doesn't hurt either.)
Extremely Loud and Incredibly Close and Lieb Family Cellars’ 9/11 Wines
Extremely Loud and Incredibly Close is hard to watch, due to the somber and painfully real nostalgia it evokes, depicting a time not too long ago. Lieb Family Cellars is currently selling two wines; each packaged in a standard wine bottle. Unlike our previous examples, the products are not nostalgic in a physical sense, but instead employ nostalgia through the spirit of the product, honoring those whose lives were lost on September 11, 2001. (A portion of the proceeds generated from the 9/11 Memorial Commemorative Merlot and Chardonnay will be donated to the 9/11 Memorial.)
The Academy Awards air Sunday, February 26th. I’ll be the one sipping (Pepsi Throwback, anyone?) and snacking (candy necklaces are so hot right now!) on nostalgic goodies in front of the television. Until then, consider offering consumers a nostalgic experience through your product that they might never behold otherwise. A CPS Design expert is anxiously waiting in the wings to help you!
I’m a writer at heart, who got swept up in an intriguing industry. I learned the ropes of CPS products along with budding packagers through our customer support call center. Then I gained insight into why people love to do business with us while working with clients in Sales Support. Now, I get to encapsulate my daily packaging discoveries in writing and share them with you. Life is good.
CPS Blog Writer
I grew up in the packaging industry working for Container & Packaging Supply. I've been a bottle printer, order picker, delivery driver, graphic artist, and warehouse manager, all before I graduated from college! Following graduation I worked as the Art Director of a radio conglomerate in a top 25 market. I came back to what I love.
Executive Vice President
Like every young boy, I wanted to sell bottles when I grew up. The fulfillment of this life-long dream was met in 2004 when I came to CPS. Aside from the glitz and the glamour that naturally accompanies containers, I have enjoyed many aspects of the business. I have dabbled in warehouse, customer support, sales, marketing, and HR. Basically, I am delightful and dreamy. Oh! I forgot to mention - I have a ton of friends and admirers. Yet, it is in my deep-seeded humility where I really shine.
Executive Vice President