Learnings from working on iconic brands like McDonald’s, Colgate & Coppertone — Hamish Campbell // Pearlfisher
Hamish Campbell
Pearlfisher
- Part 1How General Mills comprised household name brands — Hamish Campbell // Pearlfisher
- Part 2 Learnings from working on iconic brands like McDonald’s, Colgate & Coppertone — Hamish Campbell // Pearlfisher
Show Notes
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02:20McDonalds navigating the evolution of brand marketingGreat work today for global giants like McDonald's involves staying true to the brand's essence, evoking nostalgia, and creating authentic, smile-inducing experiences. This is in contrast to the past when marketing-heavy promotions took precedence, diluting the core truth of the brand.
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03:52The need for authentic celebrity brand endorsementsWhen endorsements are genuine and align with the individual's passion, whether they're A-list celebrities or emerging influencers, audiences recognize and appreciate it. However, if it's perceived as just a paycheck, consumers quickly see through the marketing ploy.
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05:43Package design trends in QSRDesign trends in QSR are moving towards simplification and playfulness, as demonstrated in the case of McDonald's packaging revamp. The focus is on distilling complex systems into visually simple yet impactful designs that bring joy and engagement to consumers.
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07:51Designing with simplicity and reimagining iconsSimplicity is crucial in package design, aiming for instant recognition and resonance, as seen in the Filet-O-Fish packaging's playful wave design. Additionally, Coppertone revamped its iconic Miss Coppertone character to symbolize positivity and embrace the sun.
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10:20Keys to successful package designFinding a point of difference is crucial in package design. Brands should identify their core truth, while building desire around it, considering the shift from maximalism to simplicity and the potential influence of AI for original ideas.
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11:41The role of desire in modern brandingDesire in branding is about creating emotional connections with individuals and fostering a sense of connection. In recent years, global brands have shifted from dictating to consumers to engaging with individuals on a more personal level to address unique preferences and needs.
Quotes
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"It's only when you begin working with McDonald's that you truly grasp the immense scale and the magnitude of their presence. The billions of touchpoints they establish with people on a daily basis are truly staggering." - Hamish Campbell
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"Any fast-food company that tends to emphasize their marketing messaging within their promotions often loses the core truth of their brand." - Hamish Campbell
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"In terms of endorsements, audiences are looking for authenticity. That could be a mega A-list Hollywood star or it could be someone starting out to be an influencer with 10,000 followers on Instagram or TikTok." - Hamish Campbell
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"Simplicity is key when it comes to packaging design. if it takes too long to explain, it's not good enough." - Hamish Campbell
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"In the past, global brands dictated, but now it's about letting consumers dictate and speaking to individuals on a personal level." - Hamish Campbell
- Part 1How General Mills comprised household name brands — Hamish Campbell // Pearlfisher
- Part 2 Learnings from working on iconic brands like McDonald’s, Colgate & Coppertone — Hamish Campbell // Pearlfisher
Up Next:
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Part 1How General Mills comprised household name brands — Hamish Campbell // Pearlfisher
Hamish Campbell, VP Executive Creative Director at Pearlfisher, delves into how General Mills brought together iconic brands like Gushers, Fruit by the Foot, and Fruit Roll-Ups, and showcase their strategy by building a portfolio of beloved fruit snacks. General Mills partnered with Pearlfisher to breathe new life into these classics. The result? An exciting new chapter in snack history that's sure to delight and connect with a new generation. Today, Hamish discusses how General Mills comprised Gushers, Fruit By The Foot, and Fruit Roll-Ups brands.
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Part 2Learnings from working on iconic brands like McDonald’s, Colgate & Coppertone — Hamish Campbell // Pearlfisher
Hamish Campbell, VP Executive Creative Director at Pearlfisher, delves into how General Mills brought together iconic brands like Gushers, Fruit by the Foot, and Fruit Roll-Ups, and showcase their strategy by building a portfolio of beloved fruit snacks. Coppertone possessed an iconic but underused symbol, while McDonald's had diluted its brand with excessive marketing promotions. Pearlfisher stepped in to help both brands by reestablishing emotional connections with consumers through innovative design strategies. Today, Hamish discusses other iconic brands like McDonald's and Coppertone.
