How do you change a graphic image logo? Not the way these folks did.
We have two images to compare 1916 and 2006. The portrait of Lorraine Collett, a pretty Fresno girl, has been the raisin brand's trademark since 1916. The 1916 image is on the right.
The new image generated from animation is on the left. Is this another sign that the Raisin Industry Coop is a committee (1,000 grape growing members) of people with no sense of the real world? I think so.
From the article:
“In the mid-1980s, an ad campaign featuring the animated California
dancing raisins became wildly popular and won multiple ad industry
awards. The ad agency Foote, Cone & Belding, with animation by Will
Vinton Studios, created a cast of hip raisins and used Buddy Miles on
the
"Heard it
Through the Grapevine'' soundtrack. It generated sales, but
more for licensed raisin-related dolls and other collectables than for
raisins themselves.”
As we pointed out in Marketing Without Advertising, the 1980s raisin campaign spent $150 million over four years and by the third year raisin sales were exactly where they were when the campaign began. Total waste of money.
I think the new Sun-Maid raisin girl looks like a lifeless computer game robot. Not appealing. I also think it doesn’t matter. No ad, no logo, no image will sell one more raisin. You like ‘em or you don’t; it’s a commodity.
That being the case, the old face would have worked perfectly well, been a more human related product, on the new colors and new background. Sham never works and our eyes are very adept at seeing faces.
Can’t agree with you more. So many products are using their history and nostalgia to enhance their personalities and appeal and these guys are throwing it away! You’ve hit the nail on the head when you assume it must be a committee.
Posted by: Rajiv Badlani | May 22, 2006 at 06:35 AM
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Posted by: Joe-Ward | May 29, 2006 at 01:35 AM
I think the new Sun-Maid raisin girl looks like a lifeless computer game robot. Not appealing. I also think it doesn’t matter. No ad, no logo, no image will sell one more raisin.
Posted by: Cotton Bags | May 26, 2011 at 01:38 AM
Do a search for "gifts in a jar" and you will find many sites for all kinds of mixes you can put ttogeher in a jar to give as gifts. I would use the type of lids that has the flat lid and the ring then you can cover the flat part of the lid with a square of material then put the ring on. You can print up the directions and tie them around the lid with raffia or a pretty Christmas ribbon..Hope this helps/References :
Posted by: Fabio | July 09, 2012 at 06:29 PM