Package redesign saves body spray in Australia

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[Melbourne, Australia] In a triumph for eye-catching package design, a tired body spray brand aimed at young Australian men that had no ad support and was under threat of being axed has been rescued by a packaging makeover that gave the brand a hipper look. PZ Cussons, a $1 billion U.K.-based international consumer-products group, was won over when edgy new packaging designs for its Graphite male body spray and antiperspirant deodorant impressed the trade. The brand is now marketed to 14-to-25-year-old men with sharp, bold images depicting symbols-Skull, Gamma, Bolt, Caution and Flame-for each essence. "The bright bold designs will jump off the shelves and speak directly to the male teenagers who are just beginning to use these products," said Michael Faudet, creative director at Omnicom Group's DDB, Melbourne, which won the design assignment. "These kids are smart, savvy and hip to anything commercial." Mr. Faudet said the reaction to the design was so strong that PZ Cussons decided to not only keep the brand but restore its ad budget. Ads by DDB running in men's magazines and on buses and trams through July feature the tagline "Living without limits." The images, in the form of well-known symbols indicating warnings like caution, hazardous materials and fire, appeal to a young target audience that sees itself as daring and eager to break the rules.
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