Request for Question Clarification by
boquinha-ga
on
04 Jan 2004 08:50 PST
Hi Martin!
Happy New Year! Sorry for taking so long to post this--it's been busy
with the holidays and all!
Here's the information that I think you mean to compensate here--from Pinkfreud:
"I'm not quite old enough to remember this one firsthand, but my
parents told me about it many years ago. Lucky Strike cigarettes
provide a great example of a brand's association with a color:
"In 1942, smokers of Lucky Strike Cigarettes noticed a drastic change
to the Lucky Strike packs. Instead of the usual dark green and gold,
the packs were white with red trim. On the bottom of the new packs was
a curious abbreviation, 'L.S./M.F.T.' The reason for the change was
heard on the radio commercials for Lucky Strike.
Like with many other products during World War II, the Lucky Strike
radio commercials would have a patriotic theme. The radio listeners
heard the announcer say, 'Lucky Strike Green Has Gone To War.' What
he meant, the green dye used for the packaging of the Lucky Strike
packs would be used for the war effort. The phrase was heard
frequently on all programs Lucky Strike sponsored at that time."
http://www.old-time.com/commercials/luckystrike_green.html
(Incidentally, L.S./M.F.T. stood for "Lucky Strike Means Fine Tobacco.")
"George Washington Hill [president of The American Tobacco Company
from 1925-1946] knew that the green Lucky Strike package didn't appeal
to women, but he needed a reason to change colors. When Hill found out
that there was a shortage of merchant ships able to carry war supplies
to England and Russia, and that older wood hulled ships were being
pressed into service, he had his reason. Copper paint was used to
protect the wooden hulls from marine worm damage, and Hill had just
learned that copper was an ingredient in the ink needed for the gold
bands on the Lucky Strike label. Eureka! George Hill's new 'Lucky
Strike Green Has Gone to War!' advertising campaign touted the fact
that enough bronze (copper and tin alloy) was saved each year to meet
the requirements for 400 light tanks, those "speedy battering-rams of
destruction!" Lord & Thomas, the Chicago advertising agency that
promoted Lucky Strike, received a lot of hate mail because of the
patriotic slogan. Critics felt patriotism was being exploited, but
Lucky Strike sales did go up dramatically. The 'Lucky Strike Green Has
Gone to War!' campaign broke about the same time that American troops
invaded North Africa in November 1942. Six weeks later, Lucky Strike
sales were up 38%."
http://www.wclynx.com/burntofferings/adsluckystrikegreen.html
Subject: Re: Colors in branding
From: pinkfreud-ga on 19 Dec 2003 14:39 PST
Here's a good example of the deliberate association of a brand with a color:
"To build a better self-image of the ladies in relation to what they
enjoy eating, Heinz has launched a ?What is the Power of Red?
advertising campaign for its Smart Ones range, which is targeted at
women who want to feel good about themselves and have the confidence
to wear red. The brand offers a variety of premium and healthy
single-serve frozen meals, including entrees, bowls, desserts and a
line of gourmet pizzas.
Now, according to colour therapists, colours play a significant part
in enhancing a person?s outlook and approach to life. Warm colours
such as yellow brighten a person and cool colours such as blue bring a
sense of tranquility to him. As for the red Smart Ones products, they
scream confidence and boldness.
?Our consumer research has told us that we own the color red in the
nutritional frozen food category,? said Steve McGowan, Senior Brand
Manager, Smart Ones.
?Our packaging and our brand equity have been built over the years
around the ?Lady In Red? concept, which has created a powerful
connection between Smart Ones and the feelings associated with the
color red: energy, joy, control and confidence. We?re excited about
how our new positioning makes this concept even more relevant to our
audience.?
The advertisements to promote the range, which are developed by DDB
San Francisco, will begin airing September 15 on national broadcast
and cable outlets in the US."
http://www.ebizasialink.com/news.asp?ArticleID=2576&SID=48"
For your reference, it's from here:
http://answers.google.com/answers/threadview?id=288192
If you wouldn't mind responding to this request for clarification,
that would be great. That will help us know for sure and also give
Pink the green light to go ahead and post on something that says
"boquinha-ga." My guess is that she would feel presumptuous doing so
without your confirmation that it's okay! She's a classy researcher
that way! ;)
Happy Holidays again to you, Martin! Have I mentioned how much we
researchers are enjoying helping you on your project? You're a 5-star
customer, to be sure!
Sincerely,
Boquinha-ga
