A Better Course

Favourite Monkey Crisps

Originally uploaded by Alexandra Mitchell

Some packaging and copywriting that I found interesting, from Favourite Monkey. In general, packets of crisps in pubs come with lots of copy about how much the company cares about you, and the potatoes, and you enjoying the potatoes now they’ve been made into crisps.

This is clearly setting itself up in opposition to that, and the slightly snide tone is something I don’t think anyone needs to see more of. Given that they also mention there are no artificial flavours or preservatives, it’s not like the key message is “They’re made in a vast factory – get over it, bitches.”

What is good is a bit more awareness of context they are -the crisps are going to be eaten in a pub, and the bag is actually designed for sharing. What’s positive about their packaging actually works; they tell you what they are (a snack food) and what they’re for (adults. In pubs.)

Not everyone is as alive as you are to the marketing context of your product. But everyone is going to be aware of the context they’re in when they buy it; and making that context a part of your marketing is going to be much more relevant to customers than being dismissive of your competitors could ever be.