Many things drive culture, especially in the United States. In addition to the nation’s diverse consumer population and the emergence of a very blended, interconnected society, branding is also responsible for driving and cultivating culture. A simple reflection on your childhood would show how much your own experience growing up, no matter what region of the U.S. you are from, was the product of branding initiatives.
Specifically, on the East Coast it becomes vehemently apparent when one looks at branding initiatives created by huge companies like Campbell’s Soup Company. Without Campbell’s 2005-2009 “Possibilities” campaign for their tomato soup, would children of the early 90s have known to dip their grilled cheese in tomato soup? Would the parents of those children have thought to add Goldfish crackers, a product also owned by Campbell’s, to the children soup if there hadn’t been the Goldfish addition to the Campbell’s “Mm, Mm, Good!” campaign in 2001? Probably not, yet it has now become a part of the culture for many families with young children living on the East Coast, as much as Campbell’s Soup Company, originally created in New Jersey, dreamed it would be.
Hershey’s Chocolate, another major company on the East Coast with its headquarters in Hershey, Pa, has also greatly influenced the culture and education of children on the East Coast with its 1999 published book “The Hershey’s Milk Chocolate Bar Fractions Book.” The Hershey Chocolate Company created an entire lesson plan for teachers to use and teach their students on how to divide, add and subtract fractions by breaking small bars of chocolate off of their Hershey’s Milk Chocolate Bars. This branding initiative immediately took off and made learning about fractions a fun and exciting project for children because who wouldn’t want to have some chocolate during a math lesson?
These are just two examples where branding and marketing tactics have assimilated into the culture and activities of typical Americans, an endeavor which can be very challenging to do. Many more examples of branding from all over the United States have been found to change the way consumers think and act, ultimately changing the appearance and influence of a product into an engaging activity. Have you considered how today’s culture uses your brand? We can help you find opportunities to strategize cultural engagement.
Partners & Harrison is excited to introduce our dynamic duo, appropriately coined as “Team T-Square.” Here’s a little info on Tyler Cross and Taylor Gamber, our Spring Graphic Design and Marketing interns.
Tyler is a senior Graphic Design major at York College of Pennsylvania. This internship is her first industry experience in the field of graphic design. Along with interning at P&H, she works at the Grumbacher Sport and Fitness Center as a desk attendant. In her free time, Tyler enjoys playing video games, binge-watching TV shows and movies, and hanging out with friends and family. She’s looking forward to graduating in May, starting a career in graphic design and getting a puppy!
Taylor is a driven senior Public Relations major and Marketing minor at York College of Pennsylvania. This P&H internship will mark her first experience working in a marketing and advertising agency and her second marketing internship experience. Beyond P&H, Taylor remains very busy outside of her internship with her role as an Executive Board for the York College Campus Activities Board, Spartographers Photography Club and Lambda Pi Eta National Communications Honors Society as well as an Athletic Photographer for York College’s Athletic Department. Taylor is excited to finish out her last semester strong and throw herself into the exciting world of public relations and marketing come graduation in May.
Q&A Grill Session:
Tyler Cross: I would definitely create Panda Week! They’re my favorite animal, and they are so friggin’ adorable. Everything they do is cute. I would probably name it something cheesy like “Pandamonium Week.”
Taylor Gamber: A Penguin Week is definitely overdue. Though, I think that penguins deserve an entire month devoted to their incredible skills and overall adorableness. They are such a fascinating species!
TC: I would probably live in the 22nd Century, just because I would want to see the cool technology. We might have ACTUAL hoverboards and flying cars.
TG: I would love to have lived in the 1920s or 60s. Both were such innovative and crazy times when culture was just beginning to be challenged and women’s rights movements were at their apex.
TC: The last full album I listened to was “25” by Adele. It was a long four year wait since her last album, but it was worth it!
TG: My taste in music could best be summarized as eclectic, with interests ranging from folk to EDM, with my most recent infatuations: BØRNS’ “Dopamine” and The Chainsmokers’ “Bouquet.”
TC: I know a couple people who have interned at P&H, and they had nothing but great things to say about it. My favorite part of this internship is definitely getting to work with Nick Harrison. I got really lucky to have one of my first professional experiences in the field of graphic design be with someone I not only admire but also get along with.
TG: The amazing energy that Nick puts into every project, coupled with the incredible span of marketing experience that P&H has, immediately enticed me to join P&H as a marketing intern. I’m looking forward to learning more about agency life, strategic marketing planning and to dabble in social media research and campaigns as well.
We’re thrilled to have Team T-Square join us for the Spring. Tyler and Taylor are doing a fantastic job. Check back soon to see some of the work they’ve been knocking out of the park for us.
Well, it’s Tuesday after the Super Bowl, and our team has weighed in on their favorite TV commercials. Here’s our collective top 3. See if you agree:
First place: Jeep’s “Portraits”
Taking a more classic and unconventional twist, Jeep’s commercial quickly rose to our number one spot out of all the Super Bowl ads with its unique chronological portraits of Jeeps and their influence on the public over the past 75 years. This tribute and celebration marking their 75th anniversary was concluded with the slogan, “We don’t make Jeep. You do.” This beautiful commercial helps to once again enforce the idea that a brand is not a brand without its consumers.
Second place: T-Mobile’s “Restricted Bling” featuring Drake
On a completely different spectrum of the Super Bowl commercials, T-Mobile’s parody of “Hotline Bling,” which included Drake and his notorious box, also ranked as another top favorite of ours. From Drake’s hilarious facial expressions, to the obvious sarcasm and the sly way T-Mobile mocked their competitors, this was an easy choice for us. We especially enjoyed the end when everyone climbed into the box.
Third place: Doritos’ “Ultrasound”
Despite the growing controversy surrounding this Super Bowl commercial, Doritos’ in our opinion, has once again delivered another outrageous advertisement that has gotten everyone talking. It has become routine for football fans around the nation to anticipate what crazy, comical and creative commercial Doritos will produce each year and this year they have certainly outdone themselves.
If you are looking to score an awesome commercial or advertisement for your brand, organization or product, contact us.
McDonald’s has just rolled out new packaging. It’s simple and bold, with big type and vibrant shades of purple, orange and magenta that push the company’s color palette beyond the traditional red and gold.
It’s part of a comprehensive effort by new CEO Steve Easterbrook to transform the Golden Arches into a “modern, progressive burger company.” The company is also in the process of revamping its menu offerings and other aspects of the in-store experience.
The packaging re-design was a team effort by several designers who were handpicked from several of McDonald’s agencies worldwide—an unusual approach for such a high profile branding assignment.
Definitely more contemporary in its approach, the new cups and bags feature the Golden Arches prominently as well as the slogan “I’m lovin’ it.” The stated goal was to make every item a “billboard for the brand.”
Will the new packaging help reverse McDonald’s recent sales slide? Who knows? As we’ve discussed in previous blogs, packaging and the in-store experience definitely have an influence on how consumers perceive a brand.
It will be interesting to see how it all plays out.
Have a packaging assignment you need to tackle? We’d love to help you.
Photo Credit: McDonald’s 2016