Packaging used to be called 'the silent salesman', and it continues to play this role in differentiating brands and in reinforcing other areas of marketing. Today, it can still be the centre of attention for a brand even when it is being stripped away.Carlsberg is not alone in slimming down its packaging (see p27), but it appears to be part of a more select group of brands making a virtue of minimising the use of materials.What seems certain is that its glue dots will spawn a raft of new party games, some more questionable than others. In the meantime, the brewer is managing to marry eye-catching innovation with conspicuous environmental responsibility.Interestingly, the company felt the need to launch, alongside the system itself, a consumer information campaign to explain how (and how not) to use it. I hear that somewhere in the Carlsberg vaults there is a venerable Danish ad that introduced consumers to the Crown Cork closure and the then radical need for a bottle opener.
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