This is a nice new campaign from Perrier via Ogilvy in New York. This new trend around using the brand logo space is a great way to cut through in a cluttered environment. Hell it's one stop shopping - look in one place for messaging and brand logo. The campaign is being brough to life by on-premise themed events that have things like sword swallowers under the Riskier theme, beach themes under Sunnier, etc. So far I believe this is only being used on the logo in ads, not on actual product in store.
Primary packaging is the next place to go, and it takes real courage for brand management. Heinz's "Say Something Ketchuppy" promotion from a few years back did a great job of that by replacing the venerable TOMATO KETCHUP in the logo with sayings such as WILL WORK FOR FOOD and HIDES GRILL MARKS. The campaign is now on a customized label thing but that's another story.
Few brands have taken the on-product step. Snickers is one, though the SATISFIES message that replaces the brand name is on the reverse of the primary packaging. Its campaign includes a lot of outdoor with copy that replaces the logo altogether. Here is one of their recent bus wraps that says HUNGERECTOMY. Talk about unintended (?) innuendo. HUNG-ERECT-O-MY.
