Happynitol Branding Promotes This Music as Medically Mood-Lifting
Amelia Roblin — March 13, 2014 — Marketing
References: goodfellows.es & thedieline
With the compact disc tucked away inside of the Happynitol box, you might mistake this product for medicine. A Spanish band called Goodfellows felt that their songs were quite positive and that the effect of listening to them was uplifting, so they decided to brand their album as if it were an anti-depression drug.
Listing the weight of the CD as 150mg, the group also labeled the carton as a 10-pill pack, referencing the 10 tracks included. Every sticker and surface of Happynitol packaging, inside and out, emulates the aesthetic style of clinical products with legible type, color blocking and a relatively minimalist look. Their folded paper prospectus even resembles the information and side-effects sheet that always accompanies medication.
Listing the weight of the CD as 150mg, the group also labeled the carton as a 10-pill pack, referencing the 10 tracks included. Every sticker and surface of Happynitol packaging, inside and out, emulates the aesthetic style of clinical products with legible type, color blocking and a relatively minimalist look. Their folded paper prospectus even resembles the information and side-effects sheet that always accompanies medication.
Trend Themes
1. Branding as Medicine Trend - Branding products as medicine for non-medical purposes presents an opportunity for companies to differentiate their products in crowded markets.
2. Clinical Aesthetic Trend - Adopting the clinical aesthetic in product design presents an opportunity for companies to evoke trust in their products and improve marketability.
3. Humor in Marketing Trend - Using humor in marketing products presents an opportunity for companies to attract and engage with consumers who appreciate unconventional marketing strategies.
Industry Implications
1. Pharmaceutical Industry - Pharmaceutical companies can incorporate the clinical aesthetic and humor in their marketing strategies to present their products in a more approachable and engaging manner.
2. Music Industry - Musicians and record labels can adopt the branding as medicine trend to differentiate their music in crowded markets and attract a wider audience.
3. Food and Beverage Industry - Food and beverage companies can use the branding as medicine trend to market their products as functional foods and drinks that provide physical and mental health benefits.
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