Wednesday, July 27, 2011

reaching the media

Last month I started a project with Maxwell PR for one of my long-time clients, Kettle Brand (yep, the folks in Salem who make the world's best all natural potato chip, yumm!).

Maxwell PR had a great idea on how to introduce the media to Kettle's newest product, their 40% reduced fat potato chips, and they asked me to help them make it come to life.

So I did!

The result is a cohesive visual theme inspired by classified government documents. We hinted at the new product inside the box by using the same green band found on the bags of reduced fat potato chips. The big "confirmed – it's real" graphic (mimicking a rubber stamp) added a touch of intrigue.

Besides the three different flavors of chips, the box contained a file folder with "confirmed findings" for the media, along with a "polaroid" for evidence.

I'm most impressed with the way it all turned out, especially given the fact that we printed directly onto pre-made boxes and folders. A big shoutout to B&B Print Source – great job!

And next time you're at your local super market, pick up a bag and confirm for yourself that the taste of these new Kettle Brand chips is so good, it's hard to believe they're reduced fat!

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