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The case of the embarrassing mystery packaging
Wed 14th Dec 2011 | Tagged as: Advertising, Packaging, Creative packaging
Author: Shireen Shurmer
A long wait in a foreign airport recently prompted me to visit the sweet shop for a sugar hit and a packet of chewing gum. Expecting to find the familiar green and blue packs of spearmint et al, I was somewhat confounded. In the usual spot beside the cash register was an array of discreetly branded matt black packages, featuring a classy embossed effect and the simple words ‘cobalt’ and ‘turbulence’ reversed out of the black in bright primary colours. So discreet, that I assumed these must be - how shall I say this - prophylactics. Apparently recognising my confusion, the sales assistant reassured me that the product was indeed chewing gum, and clarified the choice of refreshing mint or water melon flavours.
