Web Discoveries for May 27th

These are my del.icio.us links for May 27th

Wrigley to Launch New 5 Gum in UK

A new gum brand is about to hit the shelves. 5 Gum is designed to ‘stimulate the senses’ and it’s one of the most exciting new brands of the year.
I was lucky enough to get hold of a sample set:

IMG_0558The marketing lifecycle is about to kick off here in the UK with a heavyweight branding campaign designed to encourage product sampling. Let’s look at how the product was launched in the US, taken from the Wrigley corporate site:

  • 2007 In March 2007, Wrigley introduced U.S. consumers to 5, the most exciting development in sugar-free stick gum since the launch of Extra® more than 20 years earlier.
  • 2007 In August 2007, 5 gum unveiled its marketing campaign titled ‘Stimulate Your Senses.’ The advertising spots described “what it feels like to chew 5 gum.” Set against an industrial, futuristic backdrop, the cooling, warming and tingling sensations created by 5 gum flavors Cobalt,
  • Flare and Rain are expressed through dramatically stimulating visuals and sounds. The campaign also strongly leveraged magazine, cinema and online media advertising to showcase our new brand.
  • 2008 In 2008, 5 brand launched two new fruit gum experiences. Lush gum provides a crisp tropical sensation and Elixir gum is a mouthwatering berry sensation.
  • 2009 5 gum takes it to the next level with unique, game-changing flavor experiences. Solstice, a warm and cool winter, and Zing, a sour to sweet bubble, are new-to-world flavor transitioning experiences.

Do check out the 5 Gum YouTube channel for examples of the TV/Cinema creative, but in this post I’d like to review the packaging, which I believe is a point of difference that will give the product luxury status.

So to begin with, we’re starting with an initial three flavours: Cobalt – a cooling peppermint; Electro – a tingling spearmint and Pulse – a crisp tropical. Packs will reportedly go on sale at £1.50 RRP, to reflect that they are a considered rather than impulse purchase.

I’ll be looking at Pulse – the tropical flavour, which comes with little speckles of sharp citric stuff that actually gets your mouth watering when you first start chewing:

IMG_0560Notice how slick the box looks. Think about the colour of the last pack of gum you bought, and now say that 5 doesn’t look cool on this front alone. It does not look clinical like most gums do with their greens, whites and light blues. They look more like smart trading cards or a packet of condoms for that matter – gum for grownups.

IMG_0567It might be hard to tell from the above but the packs are slightly textured, with a heavy feel in the hand like holding a deck of cards. They slide into a back pocket pretty well. Build quality is excellent, made from a thick card and high gloss colour.

IMG_0569OK I admit the above is a shit picture, but it’s just to give you an idea of how you open and close the box. That flap of paper is embossed with glossy material so you can easily slide the box open with your thumb. Very James Bond. A bit like a book of matches, it’s an old school but perma-cool ‘paper technology’.

IMG_0570And there’s the money shot. You would not be ashamed offering someone a piece of this stuff, rather than one of those pocket-lint covered chiclets you have to fight the foil to thumb out. The designs on the inside are different for each flavour. This would be a great place to feature a QR code or even exhibit work from young artists.

And that concludes my short assessment of 5 Gum’s packaging. Look out for the TV, Online and Print creative coming soon. If you can’t wait, 5 have teamed up with Vice Magazine to generate early interest and reach into the difficult to please Hoxtonite crew – more info at Viceland whose readers have been asked to work with band Hot Chip to create a Launch Event in London that will stimulate the senses.

If you would like more of these sorts of reviews from me, please leave a comment. I look forward to hearing your feedback. Happy chewing.

Daft Punk – Pop Oracles?

As you’ll see from my Last.fm profile, I’ve been listening to a lot of Daft Punk lately. For those who haven’t heard their stuff, this track in particular is the one I think best sums them up:

Buy it, use it, break it, fix it,
Trash it, change it, mail, upgrade it,
Charge it, point it, zoom it, press it,
Snap it, work it, quick erase it,
Write it, cut it, paste it, save it,
Load it, check it, quick rewrite it,
Plug it, play it, burn it, rip it,
Drag it, drop it, zip, unzip it,
Lock it, fill it, call it, find it,
View it, code it, jam, unlock it,
Surf it, scroll it, pose it, click it,
Cross it, crack it, switch, update it,
Name it, read it, tune it, print it,
Scan it, send it, fax, rename it,
Touch it, bring it, pay it, watch it,
Turn it, leave it, start, format it,

Sound familiar? Thought so – it’s the soundtrack to our modern lives.
And it begs the question: are we slaves to our media or is the media subject to us?

Digital Media (as referred to in the above) is the most pliable of all forms, possibly all materials. But do we lose anything by acting as their conduit? Do we define their being by the act of using them?

By way of answer, Marshall McLuhan states that:

Physiologically, man in the normal use of technology […] is perpetually modified by it and in turn finds ever new ways of modifying his technology. Man becomes, as it were, the sex organs of the machine world, as the bee to the plant world, enabling it to fecundate and to evolve ever new forms.

(Understanding Media, 1967:56)

Punchy stuff indeed, and his point rings truer now than in 1967 when it was first written (for more McLuhanism check out The MemeStream, an older academic blog of mine). The relationship between Man and Machine is blurred in Daft Punk’s own appearance – they are never seen in public without their robot masks.

As I see it, Daft Punk have tapped into the zeitgeist of a world growing ever-reliant on our technologies, without much thought of how these forms may be exploiting us. It’s a beat-heavy warning to the masses to stay human, and not to be  anyone’s “sex organ”.

So what do we think? Are these French electro-popsters oracles for a future world? Answers on a postcard please, or in the comments box below.

How I Feel About AR Right Now

I found this video clip which does well to sum up my current opinion on marker-based Augmented Reality, which seems to be breaking into the mainstream via desktop applications and fixed webcams:


Me too (doing some AR stuff)! from Anatoly Zenkov on Vimeo.

You’ve seen it around the office – someone prints out a marker and everyone huddles around the only computer with a webcam. Anatoly Zenkov has noticed it too, and he wants you to realise that all you’re really looking at is a static 3D image overlaid on a piece of paper. Nothing culture-shifting about that now is there?

Let me be among the first of the dissenters:
There is far more to AR than barcodes and webcams.

There are thousands of helpful & exciting uses for the technology. Think past ‘tethered’ AR experiences and consider what good Mobile AR can do with GPS and with markerless tracking. Endless potential lies that way. I assure you, the future is far brighter than we think.

Where I initially believed that the Advertising and Entertainment industries would drive innovation and push AR into popular consiousness (they are currently doing so), I now believe that good AR (as distinct from any old AR) will be driven by paid applications on next-gen handsets.

I think I’ll serialise posts about the best applications for Augmented Reality over the coming weeks. Why not subscribe now to hear about it first? You know it makes sense.