Mikasa Continental Cup Ball Packaging is Engaging from Many Angles
Amelia Roblin — September 7, 2012 — Marketing
References: i-m.co & packagingoftheworld
There are several reasons why Mikasa Continental Cup Ball packaging is so successful and nearly all of them have to do with the female athletes' behinds. The purpose of this brand communications project was to advertize the great international beach volleyball event by providing promotional products wrapped in eye-catching design.
These boxes by Mara Rodriguez each contain a volleyball that's branded with the colors and the logo of Mikasa, the sponsor and maker of the sporting equipment inside. The front face of every carton is printed with the tightly framed picture of a fit woman's backside, showing skin from her waist down to the tops of her tights.
A cutaway in the cardboard removes the area that would be covered by bikini bottoms. The view of the round ball beyond Mikasa Continental Cup Ball packaging visually becomes her skimpy swimsuit, obstructed slightly by gesturing hands that signify her next move.
These boxes by Mara Rodriguez each contain a volleyball that's branded with the colors and the logo of Mikasa, the sponsor and maker of the sporting equipment inside. The front face of every carton is printed with the tightly framed picture of a fit woman's backside, showing skin from her waist down to the tops of her tights.
A cutaway in the cardboard removes the area that would be covered by bikini bottoms. The view of the round ball beyond Mikasa Continental Cup Ball packaging visually becomes her skimpy swimsuit, obstructed slightly by gesturing hands that signify her next move.
Trend Themes
1. Female Athlete Empowerment - By featuring female athletes' bodies in a positive way, brands can create marketing campaigns that empower women and challenge gender norms.
2. Interactive Packaging Design - Innovative packaging that engages multiple senses or encourages user participation can create a memorable and effective marketing experience.
3. Sports Event Promotion - Brands can use creative promotional products and packaging to generate excitement and engagement around sporting events.
Industry Implications
1. Athletic Equipment - Companies in the athletic equipment industry can use creative packaging and promotional tactics to stand out in a crowded market.
2. Marketing and Advertising - Agencies working in marketing and advertising can help brands create eye-catching packaging and promotional products to build engagement with audiences.
3. Sports Promotion and Event Planning - Professionals working in sports promotion and event planning can create compelling experiences for fans by using promotional products with innovative packaging design.
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