An instantly recognisable piece of packaging design is one of the most valuable tools at a brand manager's disposal. Whether it's the Nike Swoosh or McDonald's Golden Arches, distinctive packaging helps products get noticed in a sea of competition.
But when a brand is big enough, it can afford to get creative and change its design on occassion, as these five examples reveal.
Famed for its spectrum of colours, with a slogan that even reads 'taste the rainbow', Skittles decided to settle on a monochrome design when it came to celebrating Pride 2016. The thinking behind this colourless design was that there should only be one rainbow when it comes to celebrating gay Pride, so the sweet brand stepped aside and let the parade take centre stage.
Clever, eye-catching, and progressive, this is a perfect example of a brand tweaking their existing image to accomodate an event. Other brands take note, this is how you do it.
The change from Mars to Believe has been an on-and-off campaign since 2006. Designed to support the England football team in the Euro 2016 tournament in France, the latest Believe packaging was supported by a massive media campaign across digital platforms.
"Our Mars #Believe campaign recognises the importance of genuine consumer engagement around the tournament matches and this is echoed in each element of our approach – from our limited edition packaging, to our TV creative and digital engagement," says Greg Kent, Mars brand manager.
This campaign couldn't stop England crashing out of the competition in a game against Iceland, though. Still, England fans can still keep the faith. Only two years until the World Cup!
The huge 'Share a Coke' campaign is perhaps one of the most successful product redesigns in branding history. With the Coca-Cola stylings and colourways already immediately recognisable, the soft drinks company decided to focus on a social theme to get its name out there even more.
By replacing the title Coca-Cola on one side of the bottle with one of the top 250 names in that particular country (including generic nicknames and titles to ensure that everyone felt included), consumers felt an unparalleled connection with the iconic brand.
If we were to say "have a break", chances are most of you would immediately respond with a reflex reply of "have a KitKat". However all that temporarily changed in 2015 as the chocolate finger snack rebranded itself as 'YouTube Break'.
Released as part of a limited run across 600,000 bars in the UK, YouTube Break was run as part of a tie-up between Nestle and Google. With Google tending to name its operating systems after sweet snacks, including the Android 4.4 'KitKat', the rebrand suddenly makes sense.
Popular beverage brand Beck's beer supported artists back in 2012 by showcasing four of the world's top talents on the labels of their 275ml Beck's Pilsner bottles.
"We are always looking to support artists who are doing really interesting and ground-breaking work. The work that may go unnoticed at first, but can’t be ignored," said Fabienne Rollot, European Marketing Director, Beck's.
This temporary redesign is just the latest in the beer's long history of supporting creative talent. Through their Arts Label initiative the brand promoted the likes of Tracey Emin, Damien Hirst and Jeff Koons. A Facebook app accompanied the campaign, which allowed users to create their own artwork.