BRAND
RADIANCE
Coca Cola takes a personalised concept
around the world
Last year in 2013, Coca-Cola created one of the most
memorable and compelling campaigns in its history with
their ‘Share A Coke’ concept. They replaced their iconic
logo with 150 of the most popular names, nick names and
terms of affection in different countries. Indigo printers
produced 800 million personalized labels. Consumers had
the chance to have their very own branded bottle, making
Coca Cola even closer to people’s life and increasing the
love for the brand.
HUMAN
EXPERIENCE
BY DESIGN
Project challenge
Examining the bottle one would easily recall the iconic
shape of the Hugo Boss franchise. As such shape couldn’t
be the answer…
We had to appeal to loyalist of the brand as well as generate
trials for new entrants and we ambitiously decided that we
needed a breakthrough definition of the brands territory to
create a master storytelling idea.
Design insights
CASE STUDY
Product sensorial experience by
augmented touch
Hugo Boss wanted to create a new product concept of
their iconic Hugo Red brand. The fragrance composition
is inspired by everything about the colour red; creative,
spicy, talented. The idea was to express this colour in a
tactile way. Sparkle Design Agency worked with Procter
& Gamble to imagine an innovative way to empower
brand territory through a thermo sensitive bottle that
recognises and displays a person’s fingerprint after three
or four seconds, allowing a completely unique product
experience to everyone who touches it.
Sparkle Design Agency created a new universe for Hugo
Red defined as “impulse”, “personalization”, excitement”
and “no inhibitions”. This pushed the envelope both
creatively and production-wise. We looked at various
ways in which the user / consumer could become a “Pro
– summer” – a way in which he could feel empowered
and experience something new and unique. After several
iterations, looking at many ways of combining paint and
glass we discovered heat sensitive paint. Our imagination
was fertile - Heat technology was a packaging innovation
never seen before. Within a matter of a few seconds –
The technology packaging reacts to body heat when
you touch it professing each consumer to leave his own
fingerprint and persona on his bottle. This new detail
reflected the pleasure of taking risks and discovering new
sources of inspiration.
Absolut Unique creates a unique
product for its birthplace
The Nuance Group collaborated with Pernod Ricard Travel
Retail Europe to launch Absolut Unique, a limited edition of
individually labelled bottles to Stockholm-Arlanda airport in
Sweden (home to the iconic brand.) Each of the 4 million
bottles is a one-of-a-kind work of art. Created with hightech and complex splash guns, loaded with sophisticated
algorithms, no two bottles are the same. Additionally,
precision lasers individually number each bottle.
Product and brand in perfect harmony
We predict that the era of the human brand is here to
stay. A beautiful, timeless product will change very little
in itself, but as people look for more bespoke experiences
with the brands they support, the brand’s challenge is to
create innovative, multi-sensory and multi-dimensional
experiences to capture people’s imagination in new ways.
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GLOBAL INFLUENCER
Brief
Business impact
Hugo Man was first launched in 1995 and is considered as
a classic in the fragrance’s category. During summer 2011,
Hugo Man had its first flanker called Hugo Just Different,
enabling the brand to build the Hugo Man franchise and to
play in the night territory.
To build on this momentum, Hugo decided to launch a
second flanker in January 2013 – Hugo Red. We were asked
to develop an innovative packaging and bottle design
that fit the concept RED MEANS GO.
Hugo Red launched internationally in January 2013 with
great impact.
The way the product is positioned allows our client to build
a strong Hugo franchise by sustaining the core classic
Hugo Man. The brand experience through the innovative
packaging and launch pays homage to Hugo brand
loyalists – people who are willing to take risks and cross the
red zone and ensure trial from new entrants.
GLOBAL INFLUENCER
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