WHERE HAVE ALL THE ICONS GONE? PART 2

Soon after he designed the Baileys label, Bob Wagner took space in the back room of our office. It was 1974 and factories were on a 3-day week. Times were tough.

I had seen an ad for Arm & Hammer Baking soda on TV during a trip New York. It was being promoted as a Fridge Freshener. Intriguing idea. I went to Bob and said “I think a fridge deodoriser is worth a look. But surely we can come up with a better design than a cardboard box?”  We wanted to see if we could develop the idea and sell it to an interested client.

About a week later, Bob quietly showed us the egg design. We thought it was perfect. The iconic shape, the brilliant logo and the snowflake dot to the ‘I’.  Breathtakingly good.

We never found a client to take on the idea.  So we did it ourselves.  And it did pretty well.  I wrote an ad for it which went on bus sides that read NO MORE KIPPER-FLAVOURED MILK.

For the full story and many more, click HERE see my book “That s*it will never sell!”

#design #ideas #innovation #newbrands #advertising