1. Country ambassadors

    Posted by Steve on Nov 09th 2011 in: Country ambassadors

    Corona and San Miguel beer carton boxes

    Welcome to Shelf Life, the blog that reports the stories being told by packaging on the supermarket shelf. This issue is inspired by a current project to sell the image of one country in another. Can packaging tell us an ownable brand story by invoking aspects of country of origin? Or is this a path…

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  2. Latin chalk & cheese

    Posted by Steve on Nov 09th 2011 in: Beer & Cider, Country ambassadors

    Corona and San Miguel beer carton boxes

    Two Spanish-speaking beer stories for openers: San Miguel’s new UK advertising features a beer glass telling a story of its adventures in 79 countries, each one with its own unique sunset. Other countries are taking a slightly different tack on the execution, but they all talk of ‘worldliness’ and a bit of Spanish attitude (living…

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  3. Islay’s faithful son

    Posted by Steve on Nov 09th 2011 in: Country ambassadors, Wines & Spirits

    Laphroaig Whisky distillery and bottles

    The small Scottish Island of Islay is home to 8 distilleries, all but one coastal and battered by salt winds. The malts made here include some of the wildest and most characterful in the malt-whisky spectrum, with flavours and aromas described by words such as phenol, tar, smoke, iodine and carbolic. They take a bit…

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  4. Biscuits from different European countries

    Believe it or not four countries are represented in this shot of biscuit delicacies, but do they play to national strengths to tempt us into purchase? France plays its ‘love of traditional food’ card, whilst Germany goes for an unexpectedly emotional, indulgent feel. Belgium’s devotion to craft, tradition and ingredient excellence is well represented here,…

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  5. Middle England

    Posted by Steve on Nov 09th 2011 in: Condiments & Sauces, Country ambassadors, Pasta & Rice

    Waitrose Cooks product range

    In cooking aids, Waitrose’s degree of overtrading (its market share of one sector versus its share of all groceries) is now quite spectacular, due mainly to these stylish packs with an irresistible story: “I’m a proper cook”. With their chatty titles that take you half way into the recipe you’re going to use them in,…

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