Ingredients for a successful copy

Let’s make a generic brand packaging that looks like the real thing.

Ingredients:

  • Take all the different, distinctive elements of the packaging of the leading brand;
  • Make up a funny name (e.g. Caramel PowPow);
  • Put the product in a bucket, like the leading product;
  • Add some ‘hip ‘n’ happening’ colors;
  • Serve ice cold and below the price of the leading brand.

Voilà! A great looking ice cream product that looks like, well…. Ben&Jerry’s!

German supermarket chain Aldi is playing smart, but unlike ice cream, it is not so cool.

 

Erwin Hauër

“Hope is not a strategy.”

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