As a rule, I prefer substance over style. I have to admit,
however, that a little showmanship or packaging pizzazz can go a
long way. It seems that almost anything goes these days, in fact,
as long as it jolts people out of their complacency.
For more than a dozen years, I've been drawn to an exhibitor
at specialty food trade shows who calls himself Uncle Dave. He
dresses in Farmer John denim overalls, flannel shirts and a bright
red woodsman's cap. You wouldn't give Uncle Dave a second
thought if you saw him gabbing away in a general store in Vermont,
which is where he hails from. But at trade shows, where vendors are
usually dressed conservatively, he stands out like a maple tree in
all its blazing autumnal splendor. You can't miss him if you
look down the aisle.
As unusual as his appearance is, though, Uncle Dave is
down-to-earth, friendly, and usually engages in a couple of
conversations at the same time. I'm always eager to chat with
him myself. Just like his products, Uncle Dave is all-natural, with
a touch of spice. It helps, of course, that his salsas, sauces,
mustards and so on are top-notch products--don't miss the
horseradish sauce with shredded carrots--and that he's always
coming up with something new to exhibit.
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The labels on Uncle Dave's condiments feature a caricature
of him, replete in overalls and red cap, reflecting his homespun
personality and appearance. The jars are as successful at catching
a passerby's eyes as the heavyset, bespectacled entrepreneur is
in the flesh. In the end, that's more important to supermarket
buyers who attend the trade shows than the way Uncle Dave appeals
to them personally.
I admire the distinctive packaging for Arizona Iced Tea Co.,
too. The unusual size and shape of the bottles and the Southwestern
motifs of the labels not only stand out on the shelf, but they also
exude a sense of quality. Newer versions continue to cut through
the clutter. The Indian's head on its Piña Colada label
looks as if it has been silk-screened; there's a pretty,
delicate print on the label for Green Tea with ginseng. These
packages almost demand that you pick them up for closer
inspection.
The way things are going, I wouldn't be surprised to see a
Burp brand of beer with a picture of an ample-bellied couch potato
on the label. And why not? If you've got it, as the saying
goes, flaunt it.
From What Were They Thinking? Lessons I've Learned
From Over 80,000 New Product Innovations and Idiocies,
copyright© 1998 by Robert McMath and Thom Forbes. Reprinted
with permission by Times Books, a division of Random House
Inc.
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