Archive for March, 2010

The Packaging of Excess in Dubai

Friday, March 19th, 2010

I love what I do, but every so often I see a packaging project that makes me ashamed to be a marketer. One example was this display of “bling” branded bottled waters that I came across when browsing Harvey Nichols at the Mall of the Emirates in Dubai yesterday. It makes for a marvelous metaphor for everything that is wrong with this over-the-top enclave on the edge of the Saudi Arabian peninsula. Waste of materials, waste of resources and incredibly tacky design being sold for an exorbitant price (US$68 for a small frosted bottle). And to extend the metaphor, it was clear from the display and the saleswoman’s hovering that this was NOT a fast-moving item – another victim of the recession which, for all the pain it has caused, can at least be credited with cutting back on egregious excess.

Article on the launch of Bling

Another great Mini branding tactic

Friday, March 19th, 2010

My friend turned the corner to enter the parking garage and cursed. I looked up and dissolved into laughter. The garage was full, which was a pain, it meant we had to walk a couple of blocks in the Dubai heat, but it was worth it to see another cheeky Mini brand experience tactic. Few brands have grasped the power of experiential branding the way Mini has. The Madinat Jumeirah is one of the most popular destinations in Dubai and Mini has managed to get thousands of brand impressions for the cost of a simple easel sign. More involved but equally effective are the cars the company provides to the hip Media One Hotel as their limos.