CapsuleBlog

A branding lesson: Don't mess with an Australian icon

As an Aussie living in the US, I try my best to keep up with the Australian news and happenings. I heard about the freakish giant dust storm that swept over Sydney (straight from "the outback") last week from the Sydney Morning Herald. My friend in Perth told me about the weakening real estate market... the twenty shark attacks last week (ha! kidding)... the plague of giant, bird-eating spiders (also kidding). But one thing that slipped my radar until just now has me quite stunned.

Chances are you've heard of Vegemite (and unless you're Australian, you probably haven't heard good things). You're missing out on something, people of America! I don't even know how to describe it but dang, seriously, it's the most comforting of comfort foods on crappy white bread toast, with lots of butter. It's black. It's salty. It's full of vitamin B. It's been around since the 1920s. That's about all I can tell you.

So when Kraft bought the brand a few years back, the Aussies weren't too happy about it. Just like how "our Nic" (Nicole Kidman) up and married a dude from Nashville, I guess. Kind of.

Imagine the furor when Kraft recently announced a new variation on the icon in the form of a cream cheese/Vegemite hybrid (mmmm) to be named... iSnack 2.0

That, people, is a bad name.

From The Australian

While denying the name is merely an attention-grabbing stunt, just two days after it was unveiled Kraft executives are refusing to say whether they will stick with the brand.

Kraft spokesman Simon Talbot said the company had expected debate about the new name, but admitted it had been caught off guard by the ferocity of the reaction.

"It's definitely not a stunt, you have my word on that," Mr Talbot told The Australian yesterday. "But we got a stronger public reaction than we thought we'd get.

"We are currently monitoring the social networks - the product is embedded, but I couldn't comment on the name."

Don't mess with the best, Kraft!

Calling all interns

Capsule is looking for two interns... we're seeking one for design, and one for branding/marketing/account management. Each must be self-motivated, business savvy and ready to work!

Please email expressions of interest to info (at) capsule (dot) us

Future looks good.

What's Next In Marketing And Advertising (2009)

View more documents from Paul Isakson.

Calling from Las Vegas

Head on over to the Duets blog for a guest post by Capsule's managing partner, Aaron Keller. Click here.
Aaron is currently in Vegas for the Interbike show, so he's wandering through the bizarre world of excess that city has created.

Corn + socks = corn socks.

For over a century, Fox River Socks had been a polite little Iowa sock company. Never boasting of its cutting-edge technology or all-American manufacturing. Never bashing the molehills competitors hyped into mountains. However, on the eve of launching its corn fiber socks, Fox River finally felt the need to speak up.

World’s first corn sock. Completely sustainable. Annually renewable. To sock industry geeks, corn fiber technology is revolutionary, earth-shattering stuff. To average consumers, it was still just socks. Albeit, socks with some corn in them.

Capsule’s goal was to launch a product that would first  grab shoppers’ attention, then intrigue them long enough to get educated on the technology’s unique benefits.

Capsule sent Fox River a set of Foundations journals to kick off the process. Two weeks later, Fox River sent back the mother-load. Scattered throughout the journals’ brand history sections, tucked between 50th anniversaries and factory expansions, were mentions of sock monkeys, arctic treks, Olympic games, and space odysseys. Fox River was sitting on gold. Its history was extraordinary, but had gone unsung for over a century. 

We made it clear that Fox River should push the envelope. Fox agreed. Armed with the journals, Capsule created packaging and communications tying the corn sock story into Fox River’s history. Thus, corn socks became more than just a product. Corn socks became a verification of Fox River’s vast, quirky tradition – part of its Midwest personality. A distinct and interesting facet of a remarkable brand story that people from all walks of life could relate to and want to know more about.

Fox River’s corn socks made a big splash at the 2006 Outdoor Retailer show. The campaign not only hauled in loads of international orders, it resurrected interest in the overall Fox River brand. By tying Fox River’s history into the corn socks, audiences who thought they knew everything there was to know gave
Fox River a second look.

Corn sock buzz was so overwhelming that within a matter of months, Fox River moved a large portion of its brand work to Capsule. All design and messaging at all levels: packaging, catalog, promotions, and advertising.

“Capsule could not have come at a more perfect time for our company. They infused energy, amusement and passion right when we needed it. And they even provided a participant in the fashion show. How could we not be loyal to such a great firm?”

-Jeff Lessard, Kernel of Socks
FoxRiver Mills

HealthSource Solutions

Minneapolis-based HealthSource Solutions is a company that truly does great things, helping organizations of all types strengthen employee health and well-being. Through seminars, education, fun programs and other health-based initiatives, employees lose pounds, quit smoking and make other hugely important lifestyle changes. This means the organization itself benefits through improved job satisfaction, decreases absences, better productivity... the list is endless.

Capsule was more than happy to create a new identity for HealthSource Solutions following its split from Park Nicollet. A thorough understanding of the brand lead our Art Director Greg Brose to explore ideas around action, harmony and balance.



Greg then designed an entirely new website building on this look and feel. Here's a snapshot of the previous site, with Park Nicollet's trademark purple. (Click image to enlarge)

And the new site (developed by our talented friends at Reside) with a soothing color palette, bright and contemporary imagery and strong messaging. (Click image to enlarge)

Personal branding

Ever visited The Sartorialist? If not, go check it out for interesting pics of real-life street style... but be warned, he mostly shoots the pretty people so perhaps wait til you are having a good hair day.

A nice little piece in Fast Company today featuring the blogger's top tips for personal branding.

(Pic from The Sartorialist)